Susanna Reid issued an apology to her co-presenter Adil Ray on Tuesday's Good Morning Britain, realising she'd missed his birthday the day before.
Adil turned 47 on Monday, and though Susanna, 50, spent the day presenting alongside him, she hadn't a clue it was his special day.
It was eventually revealed it was Adil's birthday on Monday's show, as Charlotte Hawkins confessed birthday messages were flooding in on social media.
Looking a little red-faced, Susanna turned to her co-star at the time and exclaimed: “What? You kept that quiet.”
The following morning, Susanna apologised for the "appalling omission," and gifted him a sweet birthday present from the club shop of his favourite team.
Making the apology, she asked the ITV team to lower the show's music, clearing her throat and saying: "Are we able to turn the music down just slightly?
"Yesterday, we made an appalling omission on the programme. Because I had no idea that it was Adil’s birthday.
"And the reason I had no idea it was Adil’s birthday was because Adil told me he didn’t want to make a fuss. So instead of making a fuss in just one programme, we’ve decided to make a fuss over the course of two days."
Susanna went on to explain she wasn't sure which date his birthday fell, adding: "I'm very very sorry, Adil, for not knowing your birthday.
"I should have Googled you before I started working with you."
Adil is a loyal Aston Villa supporter, leading Susanna to produce a team shirt personalised with his name spelt out across the back.
The birthday boy was thrilled with his gift, as he exclaimed: "This is lovely, thanks very much.
"What do I get tomorrow? My birthday week!"
Susana then laughed over the fact his gift had been presented in a plastic bag rather than gift-wrapped, as she remarked: "We maybe could have found some wrapping paper.
"That would have been nice – rather than just the bag from the club shop."
While Susanna might have missed Adil's birthday, his Twitter followers were quick to remember the day, as they took to their keyboards to send their birthday wishes.
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Ahead of his celebrations on Tuesday's show, Adil thanked his fans, sharing a selfie from the studio with co-host Susanna by his side.
"Thank you, everyone, for today's Birthday wishes. Back at 6.30 with @susannareid100 @CharlotteHawkns from 6 @GMB," he said.
"It's like my birthday all over again!"
Good Morning Britain airs on weekdays at 6am on ITV.
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