Is celebrity chef Gino D'Acampo really Italian? That's the question on everyone's lips. Everyone who follows This Morning presenter Holly Willoughby on Twitter, anyway.
Tweeting "Errr..." then a link to the video we have for you above, it appears that the man who once won the 2009 series of I'm A Celebrity… Get Me Out Of Here isn't as continental as we thought.
While Phillip Schofield and Holly natter away in front of the camera, Mr. D'Acampo is seen on the phone in the background, talking in a broad cockney accent. That's right, like a proper 'Lahndoner'.
Some mistake, surely? This is the most Italian man on TV - or would be if it weren't for the occasional appearance of Gennaro Contaldo on Jamie Oliver's programmes every once in a while.
Of course, it's all a big gag, with Holly no doubt in on the joke, but for just a second there... you believe. Or you want to believe, anyway.
After all, regular viewers of This Morning will know that Gino here is a regular joker, as this video gallery below proves without a shadow of a doubt...