"This pie is for all those men that wear papooses," says British comic Harry Hill as he smashes a pie in Morgan's face.
Piers Morgan got a pie to the face on live British television Wednesday morning for making fun of Daniel Craig wearing a papoose to carry his newborn daughter.
The TV personality and Daily Mail columnist came under fire earlier this week for tweeting a picture of the James Bond actor wearing the parenting device. "Oh 007.. not you as well?!!! #papoose #emasculatedBond," Morgan wrote with the picture.
Comedian Harry Hill was a guest on Morgan's ITV show, "Good Morning Britain," and set the unsuspecting anchor up for public humiliation by teaching him how to make a custard pie in an effort to save the "dying art" of slapstick comedy.
"What's quite nice is to personalize the pie if you're going to throw it at someone in particular. You might want to add a letter, because this pie is for all those men that wear papooses," he said as he smashed the shaving cream-topped pie in Morgan's face. "That's for the guys that wear papooses ... for Daniel Craig."
Morgan was initially stunned, but as a smile crept over his face, he took his pie and smashed it in the face of his co-anchor, Susanna Reid, and she returned the favor.
"Oh God, what's happening? I am so sorry," Hill said after Morgan turned the set of the morning news program into a food fight.
Although it was all cream and giggles on "Good Morning Britain," Morgan's criticism of Craig was no laughing matter for Marvel star Chris Evans earlier this week.
"You really have to be so uncertain of your own masculinity to concern yourself with how another man carries his child," Evans clapped back at Morgan on Monday. "Any man who wastes time quantifying masculinity is terrified on the inside."
Piers wrote back that "Captain America wouldn't wear a papoose," and continued to throw shade at fathers that would use carriers or papooses instead of holding their babies in their hands. The British TV journalist received so much criticism for his comments, that he began to call it "Papoose-Gate."
"I just expressed a genuinely held opinion that papooses are emasculating, embarrassing & unnecessary -- and the virtue-signalling world's gone bonkers," the Daily Mail Editor-at-large wrote in a tweet, also adding that the "twitter mob" is a "truly demented, hysterical entity."
"One thing's clear after tonight's ferocious Papoose-gate debate: we need a new James Bond. A 007 who looks sharp in a tux & wouldn't be seen dead in a papoose," he said in another tweet.
Evans' "Avengers" co-star Don Cheadle retweeted his response, as well as writing his own tweet: "Who hurt you, piers..."