We’re used to Phillip Schofield and Holly Willoughby regularly losing it over an innuendo or five on 'This Morning', but Phil has whacked up the sauce-o-metre a few notches after baring his bum (and a lot else) to his co-host.
Thankfully, the presenter hasn’t completely lost the plot - it’s all in the name of this year’s ‘Text Santa’.
"Haven't you forgotten something?" asks a bewildered Holly when her co-host arrives on the ‘This Morning’ set, wearing nothing but a reindeer jumper and a smile.
"Of course," he remembers. “Text Santa for Christmas jumper day."
And in another shock twist (you silver fox fans might want to look away now), we feel duty-bound to inform you that those pert cheeks don’t actually belong to Phillip.
The 53-year-old has revealed that the derriere on display belongs to a body-double, or to be more precise, a bum-double.
Phillip told The Mirror: "I thought about getting my own bum out, but then I was offered a bum double and decided that I'd follow in the footsteps of David Beckham and spare Holly the view from the front.
"Even though we're best friends, some things don't need to be shared."
A whole host of huge names have been confirmed for this year’s Text santa appeal on December 18.
Phillip will be joined by guests including Christine Bleakley, Alesha Dixon, Caroline Flack, Amanda Holden, Paddy McGuinness, Stephen Mulhern, Olly Murs and Holly Willoughby for the Christmas Jumper Day bonanza.