ITV This Morning viewers were left baffled after hosts Josie Gibson and Craig Doyle shared an awkward three-way hug with a guest on Tuesday's programme (July 26). Trevor Hooton - who calls himself Treasure - appeared on the show to talk about his business.
The Canadian charges people £75 an hour for hugs, offering cuddle therapy to those who want some platonic affection. Before the segment ended, Craig encouraged Josie to share a hug with Treasure - before getting in on the action himself.
Josie stood up and hugged Treasure, while Craig commented: "Treasure, you look like you're really, deeply embracing that hug...It's good, eh?" Josie gave a giggle and responded: "It's so lovely!"
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Craig then encouraged her to describe the experience, while the song 'Je T'aime,...Moi Non Plus' by Jane Birkin and Serge Gainsbourg sound tracked the hug. "It's just lovely..." she repeated in between giggles.
"Would it be awkward if I - maybe it's a threesome?" Craig asked, jumping up from the This Morning sofa and sandwiching Josie between himself and Treasure. "Oh my word, this is not awkward is it?" he asked.
Josie announced that this was 'the best day of her life' and the 'best sandwich' she'd ever had before the cuddle broke apart. Viewers took to Twitter to share their thoughts on the odd segment, with many reckoning the hug - which lasted for around 30 seconds - made for awkward TV.
Twitter user @Iknowwhomyfrie1 said: "The whole segment was very uncomfortable to watch," and @paulbond86 added: "Bet Josie is loving that hug" with a laughing face emoji.
Others were simply perplexed by the idea of charging money for hugs. @Julia_Milligan1 tweeted: "This is so cringey. £75 for a hug... no thanks #ThisMorning" while @chrismorley23 said: "Come on… £75 for a hug… he’s laughing," alongside a gif of Bugs Bunny counting money.
@Akky_13 asked: "Am i losing it or are these lot bonkers, i am sure you can hug your friend, family or pet. If that's the case I'm gonna start charging £25 for a hug, game on! #ThisMorning" while @TraylorHolmes quipped: "If anyone wants a hug I’m available for free. I’ll even make you a cuppa".
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