This Morning's Holly Willoughby held fellow presenter Phillip Schofield to account on Tuesday's episode over a grey-haired baby.
Jokingly, Holly explained that they had been sent a picture of young baby Noah, before asking Phillip if he was the dad.
The reason behind it was that Noah had been born a full head of silver and made a loose doppelganger to Schofield, a silver fox himself.
Credit: ITV / This Morning
Holly told the viewers: "His mum Clare Kelly sent us this photo telling us Noah's had nonstop comments about his silver hair.
"His hair has got so much attention her husband has even asked if she's had an affair with Phillip Schofield.
"He wants to know if Noah is Phillip's love child. I would like to get this picture to Phillip and see what he was to say."
Phillip, in true style, played along the joke, and scrunched up his face, just like Noah. The comparison could have led us to believe the story was true after all.
Credit: ITV /This Morning
He responded: "And what's more, you promised, you'd never tell. But.... Hi."
Credit: ITV/ This Morning
Noah, from Rochdale, had a tricky start to life. He was born last Friday but spent his first three days in intensive care.
Clare wrote on Facebook that she, herself, is a dark blonde and her husband isn't blonde either - thus the struggle in explanation of the silver hair.
Noah joins a family of five, with Clare already mum to Ellie, 14, and Nieve, 11, while dad Steve has three boys, Brandon, 19, Mason, four, and three-year-old Alfie.
Speaking to the Manchester Evening News, Clare said: "We are overwhelmed with all the attention and love being sent Noah's way and can't thank everybody enough.
"We love his silver hair; the little man is a dream and is obviously set for stardom."
He's had over 31,000 likes on Facebook and thousands of comments since entering the world on Friday.
Last week, it wasn't the kid making the lookalike headlines but an American mum. Kari Lewis posted on Instagram a half-and-half face shot of her and Emma Watson.
Although you can just about distinguish that it isn't Emma herself, the similarity is a bit wild. Despite not originally knowing who Emma was, or her most famous character, Hermione Granger from Harry Potter, the Indianapolis resident says she's been happy playing her for a while now.
Featured Image Credit: ITV/This MorningTopics: This Morning, Holly Willoughby, Phillip Schofield, doppelganger