Phillip Schofield stressed he isn't a diva after being bailed out by an assistant who rescued him on This Morning.
Rochelle Humes ribbed the ITV man after a member of the backroom team rushed to work on his footwear.
Phil, 59, moved to clarify the situation as he co-star stuck the boot in.
The show's head of wardrobe David O'Brien was called into action but there was a good reason for the sudden shoe support.
Phil uploaded a video to Instagram and Rochelle could be heard saying: "He wants his soles personalised, darling!"
Laughing, the presenter insisted: "I'm not a diva, I'm not!
"I've got new shoes and they are very, very slippery."
He then asked David: "Have you drawn something on the bottom of my shoes?"
The reply came: "Let's see if the viewers notice!"
He had earlier taken time out to offer an apology to a viewer who called into the ITV show last week.
The woman prompted laughter on the programme when she sought advice for her fear of custard.
Rochelle and Phil failed to hide their chuckles as a woman named Michelle got in touch last Thursday.
She told the presenters and guests: "I can't even say it. It's vile. It makes my skin crawl. It makes me retch at the thought of it, the look of it, the colour of it, the smell of it - everything."
Their reaction was addressed with confused chef Phil Vickery, who was in the studio ready to do a cooking demo.
"Can we just apologise to the lady who was on the show last week or the mere fact you've said that word," the host said.
A perplexed Phil replied: "What?" to which Rochelle told him: "It's very important," as Phillip explained: "There was a lady with a custard allergy, well she was frightened of it; a phobia."
Still struggling to comprehend what was going on, chef Phil asked: "She was frightened?"
Looking over at at Rochelle, Phillip added: "You were caught mentioning it on air, that's what made me laugh and that's what made the thing go viral."
