Holly Willoughby's now-infamous 'Are you OK?' speech sparked raised eyebrows when she made her big return to This Morning on Monday.
The presenter, 42, finally made her comeback after a two-week holiday and addressed Phillip Schofield's swift departure from the show and ITV - and comedian David Baddiel didn't hold back.
In a scathing tweet, he wrote: "When Holly Willoughby said ‘Firstly, are you OK?’ I genuinely thought she was talking to someone behind camera, before realising that of course she was talking to us, the great British deeply-traumatised by everything's that happened on an ITV morning show public.” (sic)
The comment has attracted over 3.1million views and 1,875 replies, with one joking: "I’m struggling to cope if I’m honest."
While another tweeted: "Hang on a minute...So when's Oprah doing the Holly and Phil interview?"
A day later he suggested he was "going to start every day with that from now on", asking his followers: "Firstly, are you ok?
"Sorry, that was an idiotic thing to say. I meant - deep breath - are *you* ok?"
He added: "The good thing about this is that all your replies about your lives are very nice and interesting. Maybe Holly was on to something."
It comes after Amanda Holden took a savage swipe at Holly on Tuesday as she wore a near-identical white outfit to that the This Morning presenter was dressed in on Monday.
Taking aim at Holly's statement, Amanda - who has not shied away from her feelings on This Morning and it's presenters in the past - directly mocked Holly in her Instagram post.
Amanda asked to camera: "Hello! It is Tuesday, are you okay?"
Phillip, 61, initially quit This Morning after 21 years amid rumours of a rift between himself and co-star Holly following a "difficult few days" amid his brother's court case.
But in a shocking turn, the host was axed completely from ITV - including from his presenting roles on Dancing On Ice and the British Soap Awards - after he admitted to lying about an affair he had with a much younger male colleague.
After his statement, Holly said that she was "hurt" that she had been lied to, while ITV bosses expressed their "deep disappointment" over his "deceit".
Last week, Phillip went on to take part in a series of bombshell interviews in which he declared he is "not a groomer" and addressed his falling out with Holly, revealing that he texted her but never received a response.
