Holly Willoughby ignited the sparks of the This Morning feud rumours on Instagram.
ITV's darling, 38, had no qualms leaving Ruth Langsford and Eamonn Holmes out when it come to tagging her celeb pals at the NTAs on Instagram on Wednesday morning.
Ruth and Eamonn were the only two celebs pictured in the slide show who went untagged on Holly's wheel of glamorous photographs.
The blonde bombshell had taken the time to tag Phillip Schofield, Ashley Banjo and John Barrowman in an excitable caption.
Mother-of-three Holly seemingly ignored the This Morning presenting couple Ruth and Eamonn in the very same caption.
She and Phil tried to sweep the ongoing whispers of a feud by posing with Ruth and Eamonn inside the glittering NTAs event.
But the presenter appeared to snub the couple by not mentioning them in the caption.
Also in the showcase of photographs, Holly was pictured with Ashley and John as the star-studded event played out.
She wrote: "Now I’m just finding photos on my phone! This dress one with @[email protected] and @johnscotbarrowman... xxx." (sic)
The Mirror have approached Holly Willoughby's representative for further comment.
Earlier in the evening, Phil and Ruth didn't look at each other as they made their way up to collect the award for Live Magazine show.
Ruth allegedly lodged an official complaint against Phil back in April last year after he interrupted her live on air during a crossover.
NTAs viewers noticed the "awkward tension" as Phil made a point of giving Ruth time to say some words, but she did not reciprocate his thoughts.
Thanking the team, Phil said: "Eamonn and Ruth, your Fridays are fantastic. We love you so much. You should say something I think."
Ruth kept looking forward as she thanked Phil, who touched her arm, for his kind words.
Phil then moved aside to let Ruth shuffle past as she picked up the award from Holly.
Ruth said: "Thank you so much. Wow, what an achievement. It's an absolute honour for us to go on that show every single day. We love it because we know you love it.
"10 years in a row is an absolutely amazing achievement. It's like a juggernaut we get on air every day. Thank you to everyone on stage."