βGood Morning Britainβ bosses expertly trolled host Piers Morgan following a controversial rant about Little Mixβs recent naked photo-shoot.
The presenter was branded βarrogantβ, βannoyingβ, βpatronisingβ and βchildishβ in a digitally-altered naked picture, after he spoke at length about his disapproval of the girl groupβs recent promotional image on Mondayβs show.
Reacting to the picture, which saw Little Mix posing nude with their supposed βflawsβ written across them in marker pen in a bid to empower others, Piers accused them of βusing sex to sell albumsβ.
βIf men stripped off like that weβd be arrested but women do it and itβs βempoweringβ,β he said. βTheyβre stripping off to sell albums, thatβs what itβs about. The rest of it is baloney.
βThey donβt have any flaws, theyβve been airbrushed to look perfect. Theyβre fake. Thereβs not a mark on them.β
He then asked: βDo you find Little Mix empowering when they strip off and put offensive words all over their naked bodies?
βOr like me do you find it a cynical assaults on the records market.β
Piersβ co-host Susanna Reid then reminded him of the time he βstripped offβ for a Burger King advert, to which he responded: βI used my naked body β no one has ever called that a sexual act.β
However, Susanna and the pairβs bosses had the last laugh when they flashed up an altered version of the advert, complete with many of Piersβ flaws branded across his body.
The snap was later shared on the official βGMBβ Twitter account, along with the caption: βThese are the words weβre allowed to put on breakfast telly...β
The original Little Mix image was used to promote the song βStripβ from their recently released album βLM5β, while an accompanying video sees them surrounded by women of different ages, ethnicities and body types, including their mothers.
Of the music video, Jesy told HuffPost UK: βItβs so real, like, you canβt get any realer than this video.
βNothingβs been airbrushed, what you see is what you get, and itβs just about women owning it and feeling confident and loving every single part of their body.β
Leigh-Anne added: βWe have all had so much fucking negativity thrown at us for different reasons. And now I think itβs so important and brave of us to come out and say all this stuff and help people.
βBecause it will help people, think of all the people whoβll see that and feel inspired, and thatβs exactly why weβre doing it.β
βGood Morning Britainβ airs weekdays at 6am on ITV.