Television presenter Jeff Brazier found himself in an awkward moment when he experienced an unexpected setback live on Good Morning Britain.
The presenter had been attempting to deliver news of an £80,000 prize during Friday morning's broadcast of the ITV show.
.
The 46-year-old, who regularly presents competition segments across ITV's daytime programming, placed a call to inform the fortunate winner of her substantial prize.
Rather than the anticipated jubilation, the recipient responded with immediate scepticism, suspecting the call might be fraudulent.
Jeff Brazier ended up in an awkward situation on GMB
|ITV
When Mr Brazier asked whether she had entered a competition, the woman's blunt response was simply "No."
The presenter found himself in the unusual position of having to convince the winner that his call was legitimate, whilst hosts Kate Garraway and Rob Rinder observed from the studio
Mr Brazier attempted to reassure the caller by suggesting she switch on her television to see him broadcasting live from the studio.
The woman, who was later revealed to be called Sheila, remained unconvinced and told him she couldn't turn on her TV at that moment.
Jeff Brazier phoned a viewer who didn't seem to take him seriously
|ITV
The conversation ended abruptly when the line was disconnected.
Mr Brazier assured viewers that ITV staff would contact the winner again to confirm the authenticity of the prize.
Social media users quickly responded to the uncomfortable exchange. One viewer posted: "Well that went well," accompanied by an eye-roll emoji.
Another commented: "pmsl that didn't go as expected. 'Did you enter a competition to win Christmas and £80K!?'... 'No'... 'can you switch your TV on?'... 'No.'"
Several viewers expressed frustration with the competition's telephone format.
LATEST ITV DEVELOPMENTS
Jeff Brazier's awkward phone call prompted comic responses online
|X
One person wrote on social media: "You need to stop this way of contacting winners.
"So many scams now no one wants to know. Must be a different way of conducting it."
Another viewer commented: "That's the second confused person they've rung with this competition to win big money. I'd be jumping down the phone with excitement... Why enter if you can't remember doing it!!! Argh!!!!"
Some found entertainment in the mishap, with one posting: "Did you enter this competition to win Christmas? No. [crying laughing emojis]."
Jeff Brazier presents competitions on ITV
|GETTY
Others sympathised with Mr Brazier's predicament. "To be fair, well styled out by Jeff," one viewer noted, whilst another suggested: "Oh, poor Jeff, I feel like they dialled the wrong number."The situation was resolved when Mr Brazier appeared on Lorraine later that morning.Speaking to stand-in presenter Christine Lampard, he confirmed that successful contact had been established with the winner."We rung a winner on Good Morning Britain, they answered but said they hadn't entered the competition. They were a little bit shy, a little bit nervous but we've managed to speak to Sheila again," Mr Brazier explained.
He revealed that Sheila had indeed won the substantial prize package.
"She won Christmas and £80,000 in tax-free cash so she joins the ITV exclusive winners' club," he told Lampard.