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You can watch the mega awks moment below:
In the segment, Josie Gibson joined a group of nudists in Liverpool, to present the show's latest competition for £85,000 and a free BMW car.
And while nearly all the nudists managed to cover their modesty with towels and screens, one man who was shielded by the car door, accidentally flashed his penis after moving into shot.
From the looks of it, the man was supposed to be covering up his private parts with a towel, which he was holding in his left hand at one point.
Obviously, Holly and Phil couldn't contain their laughter and were on the edge of their seats as the show cut back and forth between both the competition segment and the studio.
Finally, the segment drew to a close and Holly said: "Wow, that was close" while Phil joked: "That was close, we were right on the ragged edge there!"
And viewers were in utter shock at the scenes, with one writing on Twitter: "OMG did anyone watch @Josiestweet reporting live from a nudist colony on @thismorning. One of the blokes stood behind a car they were advertising literally had his knackers completely out accidentally @hollywills & @Schofe were hanging off their chairs."
While another added: "Oh my god, the accidental willy flashes on @thismorning have had me howling."
"Omg just looking at @Schofe & @hollywills faces on @thismorning with the nudist man behind the car door showing a bit more than he should," tweeted another.
While one added: "OMG @thismorning @hollywills @Schofe I was laughing so hard at the nudists. We almost had an early morning show."
Fair play to Holly and Phil for managing to hold it together as well as they did!
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