RICHARD Madeley went full Alan Partridge this morning as he interviewed a topless Brexit campaigner.
The Good Morning Britain host appeared to be unsure where to look as Dr Victoria Bateman explained why she was stripping off in her protest against the country leaving the EU.
good morning britain7 Richard Madeley made sure to read out the message written on Dr Victoria Bateman's chest
Good Morning Britain7 Dr Victoria Bateman said she wanted people to take her message seriously, and was willing to use her body to get it across
And Richard's bumbling questions were quick to see comparisons drawn between himself and the hapless fictional broadcaster Alan Partridge – played by actor Steve Coogan.
As Richard, who is standing in for Piers Morgan, introduced Dr Bateman, he cheekily warned viewers would need to "gird their loins" for the early morning viewing.
And he made sure to help viewers understand exactly what was going on under the blurring that producers had put over the economist's chest.
The 62-year-old said: "You can't read it because we've had to pixellate it but across this part – it says 'Brexit', then above your right breast it says 'Leave'.
"Above your left breast is says 'Britain', then under both breasts it says 'Naked'.
"So, 'Brexit leaves Britain naked'.
"It is beautifully written – who wrote it?"
'WHEN YOU THINK HE CAN'T GET ANY MORE PARTRIDGE'
While Dr Bateman explained she could pen the message herself using a mirror, viewers couldn't help but to share their thoughts on social media on the bare-all interview.
One wrote: "Just when you think Richard Madeley can't get any more Partridge…"
Another added: "Richard Madeley on GMB using the rather unfortunate phrase 'girding your loins' whilst interviewing a naked woman. You can always rely on Richard."
And a third shared a cheeky meme of Will Smith looking through a magnifying glass, saying: "Richard Madeley just checknig the spelling on Victoria's boobs.."
During the interview, Dr Bateman said she had written thousands of words in her role as an economist to warn against Brexit, but had decided to boil her argument down to just "Brexit leaves Britain naked".
She said: "The key message that I have is that Brexit is the Emperor's new clothes. It's just not possible to deliver."
Dr Bateman, from Cambridge University, even issued a challenge for Jacob Rees Mogg to debate her over the issue.
But Henry Newman, the director for Open Europe, dismissed her argument as old, saying: "It's a bit of a stunt."
It's not the first time that the present has been likened to the hapless fictional broadcaster Alan Partridge.
In one interview, he asked a lawyer over whether shamed Hollywood producer Harvey Weinstein would be "sent to the slammer".
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He even put on a hilarious fake accent to introduce a guest in November last year.
And his cringeworthy presenting style also saw viewers beg for Piers Morgan to return when he stood in on the desk last year.
Richard was also accused of becoming a real-life Alan Partridge after he tried to outplay a Def Leppard star on the show.
Twitter7 Many viewers laughingly took to Twitter after the interview
Twitter7 Others said the awkward interview was the most 'Richard Madeley' thing to have happened
Twitter7 Others pointed to his unfortunate phrasing
Twitter7 Many drew comparisons to Alan Partridge
Good Morning Britain7 The economist sat starkers during the interview