This Morning viewers were wincing as Ore Oduba repeatedly mixed up actor Steven Arnold with his Coronation Street character.
Arnold, 45, was one of the guests on the ITV show on Friday, which was hosted by Oduba and Rochelle Humes because regular presenters Holly Willoughby, Phillip Schofield, Ruth Langsford and Eamonn Holmes have some time off over the summer.
During the interview, Oduba kept calling the actor Ashley – clearly getting him mixed up with Ashley Peacock, his alter ego on the cobbles for several years.
Viewers were mortified at the “awkward” exchange, and posted messages on Twitter saying how embarrassing the whole thing was.
“Does Ore not realise that Ashley isn’t his real name?” asked one baffled fan on Twitter as the interview aired.
“Omg Ore keeps calling Steve ‘Ashley’. How embarrassing,” said another person.
“Why on earth didn't the producer correct Ore via his earpiece!!” wondered another viewer. “He continually called Stephen ‘Ashley’ throughout the interview.”
“Awkward that Ore kept calling him Ashley,” posted another tickled fan.
“I don’t think he’s really called Ashley, Ore!” pointed out another.
“He has a name, you know, Ore,” chided another.
Arnold made his debut on Coronation Street in 1995 and played the character for 15 years.
Ashley was one of those killed in the dramatic tram crash that marked the soap’s 50th anniversary.