Well well, this isn't a view of Philip Schofield we're used to seeing on This Morning - and neither is Holly Willoughby by the looks of things.
The silver-haired king of daytime TV has bared his bum in a cheeky new launch trailer for ITV's 'Text Santa' Christmas appeal, which runs from the beginning of December and culminates in a star-studded TV spectacular on Friday December 18.
"Haven't you forgotten something?" a bemused Willoughby asks as Schof struts into the studio, sans bottom-half.
"Of course," he gasps, before reminding himself to "text Santa for Christmas jumper day".
The annual ITV Christmas appeal has raised £21million for charity since launching in 2011, and December 18th's TV special will showcase the work of the three 2015 charities and highlight how they give hope to families in difficulty at Christmas.
Schofield will host the night's proceedings, and is set to be joined by a host of stars including Christine Bleakley, Alesha Dixon, Caroline Flack, Amanda Holden, Paddy McGuinness, Stephen Mulhern, Olly Murs and Holly Willoughby.
But while we're rather enjoying the derriere on display in the campaign add, Schof has (sadly) revealed that it in fact belongs to a bum double.The 53-year-old told The Mirror: "I thought about getting my own bum out, but then I was offered a bum double and decided that I'd follow in the footsteps of David Beckham and spare Holly the view from the front."Even though we're best friends, some things don't need to be shared."
Phillip, we beg to differ...
More stories:Charlie Sheen to make 'revealing personal announcement' following HIV reportsIn defence of the gay age gap