GMB viewers have joked that Richard Madeley's one-liners during his presenting stint has transformed the morning programme into something akin to the Alan Partridge Show.
Richard has been taking up the seat left by Piers Morgan after his epic storm-off back in March, as one in a long line of temporary presenters, alongside Charlotte Hawkins.
The comparisons came as Richard and Charlotte chatted to a representative from the travel industry, after the news that Portugal had been shunted off the Green List and onto the Amber.
Richard let a decidedly Partridge-esque one-liner slip during the debate, as he said: "Every coffin has its final nail in the end!"
Viewers flocked to Twitter in droves to have a giggle at the quip, with one posting: "'Every coffin has its final nail in the end' says Alan Partridge or Richard Madeley on GMB – comedy gold!"
Someone else chimed in: "I can't help having a giggle thinking of the great Alan Partridge."
"Richard Madeley is Alan Partridge – inspired casting #GMB!" a third fan laughed, as another wrote: "Madeley going full Partridge again – every coffin has a final nail!"
Another social media user tweeted: "[Richard Madeley] is just incredible on GMB. This guy is pure diamond #Partridge."
Known best for his awkward gaffes in his own broadcasting career, Steve Coogan's character Alan Partridge has become synonymous with on-air blunders and bizarre turns of phrase.
One viewer even suggested Richard had been the inspiration behind the legendary character.
It wasn't the only moment of hilarity during Friday's episode, as Iain Dale and Strictly's Jacqui Smith both appeared as guests to discuss the travel ban.
And Jacqui had a rather racy anecdote to share about her own Welsh staycation plans.
Richard began the debate by saying: "90 percent of British holiday centres, hotels, bed and breakfasts – they're booked up!"
"Jacqui has the solution to this," Iain helpfully pointed out.
"This is when I return to my lovely caravan in North West Wales, and Iain goes 'Shut up about your caravan'! But he's not saying that this year, is he? Oh no."
"You'll be knocking on the door, saying 'Let me in, I need a holiday!'" Charlotte giggled.
Which is when Iain chimed in with his rather racy quip, cheekily adding: "When the caravan's rocking, don't come knocking!"
"Was it you I was stuck behind on the M4 last week?" Richard joked.
Jacqui quickly cut in to say: "My caravan is static!"
"Most of the time!" Iain smirked.
And Charlotte was the one to cut the conversation short before things could get any more risqué: "Let's move on from caravans!"
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Fans couldn't help but take to social media to have a giggle at the "smutty" antics on the morning programme, as one posted: "Loved the podcast-esque smut on @GMB this morning thanks to @IainDale's description of @jacqui_smith1 and her semi static caravan!"
Another added: "Interesting caravan story. Keep on rocking!"
Someone else had theorised before the segment: "I wonder if @Jaqui_Smith1 will be as smutty this week!", referring to her rather racy anecdotes whilst appearing on GMB in the past.
"Yep, Iain started it and Jacqui followed in fine tradition!" someone else replied.
GMB airs weekdays from 6am on ITV
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