Piers Morgan has lashed out at Ant and Dec, calling the duo "cocky Geordie b*****ds" in a rant about an award nomination.
Despite being ITV colleagues and once working with them on Britain's Got Talent, Piers has made a number of public digs at the Newcastle duo over the past few years.
And the catalyst for them is Ant and Dec' s continued award success, which has seen them take home the Presenter accolade at the National Television Awards for 19 years in a row.
And Good Morning Britain presenter Piers took aim again on Thursday after finding out they were up for the same award.
They're all in the shortlist for Favourite Presenter at the TV Times Magazine Awards against Tom Allen for Bake Off: The Professionals, Rylan Clark-Neal for Supermarket Sweep, Stacey Dooley for Secrets from the Square and Alex Jones for The One Show.
And Piers begged viewers to help him "wipe the smug grin" off Ant and Dec's faces as he shared news of the nominations on his Instagram.
He posted: "Delighted to have been nominated as Favourite Presenter (& Best Scowl) in the @tvtimesmagazine Awards. Vote for me if only to wipe the smug grin off those 2 cocky, snivelling little Geordie b******s..."
Making a jibe at Piers, one of his followers responded to his plea in savage fashion, asking: "Do you ever win Awards or just got nominated?" while another reacted: "Ant and dec are better."