Bear Grylls appeared on Good Morning Britain today to discuss his latest work with African conservation charity Tusk - although many viewers were simply too distracted by his new 'tache to focus on what he had to say.
That's because the former SAS serviceman-turned-television presenter has committed the ultimate crime against facial hair, and is now rocking a '70s pornstar moustache'.
I mean, it's certainly unique - I'll give him that - and as it's tying into Movember, we should probably let him off as it's for a good cause.
Despite that, however, viewers at home were quick to slate Grylls' new handlebar, likening it to a very popular (but ill-considered) look from the 70s, which was also linked with the adult film industry at the time.
One person tweeted: "So Bear Grylls has a got a 70s pornstar moustache to go with his 70s pornstar name."
Another said: "Is there a reason Bear Grylls is rocking a porno tash?"
A third wrote: "Bear Grylls looks like a 70s throwback."
It seems Grylls is fully aware of just how his latest look has been received, joking: "I always found myself apologising before I've even said a word!"
Thankfully, he's promised it's not permanent.
Presenter Ben Shephard explained how Grylls had been in the jungle and grown a big beard, but had to 'trim it up' as he had a big Marines dinner.
Grylls said he didn't feel he could rock up with a huge beard, so decided to leave the moustache - despite his unimpressed wife protesting when he got home.
Grylls was on the programme to chat about raising money for Tusk, a charity that promotes conservation in Africa.
He also slipped in a mention for his new Netflix series, You Vs Wild, which was announced earlier this year.
This is going to be a journey unlike any I've EVER embarked on before. I need YOU to think ahead, choose wisely, and most importantly, never give up. :muscle: Check out my instagram story now to see where YOUR adventure begins #YOUvsWILD @netflix #interactive https://t.co/P7xQeRJoI0 pic.twitter.com/qbSFFVVdHm
- Bear Grylls (@BearGrylls) March 18, 2019
The new Bandersnatch-style programme will see the British adventurer put Grylls' fate into the hands of viewers (brave, very brave), with choices on offer such as 'fall to your potential death' and 'fight a mountain lion'.
You vs Wild is available to play on Netflix now.