The blonde beauty and co-host Phillip Schofield introduced the chef to viewers only to see find him slumped on the sofa looking rather unimpressed. 

As the camera panned towards him, Gino asked: "Is this a good position?"

While Phillip insisted it was fine, he protested: "No that doesn't look good. Plus you can see too much willy."

His cheeky remark left Holly Willoughby red-faced as she stuttered: "Oh… gosh… brilliant."

But her fellow presenter was rather amused by his comment as he joked: "Well, I'm not sure about that actually."

Gino went on to note that the blue sofa was "the most uncomfortable" seat he had ever sat on leaving the presenters irritated. 

Phillip pulled the 41-year-old out of his seat and placed a cushion behind his back to prop him up. 

Holly meanwhile could be heard instructing Gino: "Just relax. Sit forward."

The hilarious incident came just moments after Alison Hammond screamed a very rude word during an I'm A Celebrity… Get Me Out Of Here! segment.

The entertainment reporter shouted out the word "ass" as she explained that campmate Stanley Johnson once battled with a flesh-eating bug which found its way into his underwear.

This Morning airs weekdays on ITV at 10.30am.