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The presenter and his co-host Susanna Reid were introducing award-winning actor Hugh Bonneville at the time, who was chatting to Richard Arnold at The Shard to promote Paddington 2.
"From larking around in Notting Hill to Downton Abbey, it's safe to say Hugh Bonneville is the nation's favourite character actor," Susanna said.
Seconds later, Richard chipped in: "Not to mention his role in W1A – which was brilliant. I think that along with Curb Your Enthusiasm are the best shows on the box at the moment. Well, Curb may be a little better, actually."© ITV
With that, Susanna quickly encouraged her co-host to rephrase what he'd just said, noting: "Well, perhaps W1A is better, as Hugh is on the show right now..."
Realising his blunder, Richard replied: "Oh yes... Hugh is on... Yes, thinking about it, probably W1A is the funniest. Well no, it's in the same box as Curb."
Meanwhile, poor Hugh, standing on location at The Shard with Richard Arnold, overheard the entire conversation...
It was all a little bit awkward, and you might feel reminded of a scene in the first Bridget Jones movie when the title character attempts to introduce the novel Kafka's Motorbike, first calling it "the finest book of our time".
Moments later, prompted by the presence of Salman Rushdie in the audience, Bridget then decides other books (including his) are actually finer, before eventually concluding that Kafka's Motorbike is actually just "one of the finest books of our time".
Check out the iconic clip here:
Anyway, back to Hugh and the Paddington sequel. Discussing what the film is about, he said: "The Brown family have to try and clear Paddington because he has been arrested for something that we certainly don't think he did. He's not that naughty!
"But if there's anything Paddington can change, it's people's lives. In prison, he even makes the hardened criminals lighten up."
Paddington 2 hits cinemas on November 10, 2018. Good Morning Britain airs on weekdays from 6am on ITV.
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Source : http://www.digitalspy.com/tv/good-morning-britain/news/a841991/good-morning-britain-richard-madeley-gaffe-introducing-hugh-bonneville-w1a/