Holly Willoughby was left blushing pink as her private joke about "self-pleasure" was unveiled on Tuesday's episode of This Morning.
The 41-year-old TV star was caught off-guard as the camera continued to roll as she chuckled away with TV doctor Zoe Williams.
As the lens returned to the twosome, they couldn't hide their giggles and were asked by co-host Phillip Schofield to disclose what had been so funny.
Unable able to share the joke, Holly said: "Sorry, we're just laughing because…"
Excited TV star Phil chirped in: "Ohh I can't wait for this. Go on, explain," as he sat back on the sofa with his arms folded.
Continuing to laugh awkwardly, Holly said she could not add anything further.
Zoe stepped in to offer up an explanation, she asked: "Shall I tell them?"
Holly responded: "You're a doctor, you can say anything," before going on to add to Zoe: "we were just talking about different things that make you feel sleepy."
Trying to dull down the conversation, Zoe explained that she and Holly had discussed different approaches to using a spare twenty minutes to get to sleep at night, failing to mention Holly's cheeky X-rated quip.
However, Phil was standing for no-nonsense on the subject as he interjected explaining to the pair that the beans had to be dished out.
He said: "No, no, you can't do that, it's not fair."
"So what you were saying was if there is nothing you can find to put you to sleep a bit of self-pleasure would help, commented Phil.
Zoe added: "A bit of self-pleasure might help you get to sleep."
Talking over the doctor, Phil went on: "And Holly said that's better than a lavender spritz.
"And that is why we were laughing."
The trio broke down into more giggles as they struggled to move on to power naps as Holly had suggested.
This Morning airs at 10am on ITV on weekdays.
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