PIERS Morgan has "declared war" on Martin Lewis after the money-saving expert suggested he had a small willy.
The 48-year-old made a string of jokes mocking the 55-year-old GMB host - saying his naked calendar would be "undersized".
He added, in an innuendo-laden speech, that you would bring it home and find it "won't fill the space that you require".
Martin was making an elaborate joke about the star, who doesn't actually have a nude calendar, on his primetime money show.
But Piers failed to see the funny side, calling the long-time GMB expert one of his "so-called co-workers" adding: "Loose description."
He fumed: "Right Lewis. This is what they call in television a declaration of war. Of war.
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"It's extraordinary - out of nowhere. Right, he's on the list."
Susanna Reid, 49, apologised for showing the clip of Martin's show so early in the morning.
She said: "Sorry - I thought that might be suitable for family viewing but actually that was a little bit rude."
Martin stood down from GMB after 17 years in July explaining that he "can't cope" with doing the show and his live series, The Martin Lewis Money Show.