ITV This Morning viewers cringe after Sir Bob Geldof calls Sam ...

Many This Morning viewers were left cringing at Sir Bob Geldof as he accidentally misgendered Sam Smith live on telly. Some fans also suggested they were 'disappointed' with hosts Holly Willoughby and Philip Schofield for not correcting him as the Band Aid star called the singer 'he' several times.

While on the show, the Boomtown Rats singer spoke about bandmate Garry Roberts, who died last year, and the impact Band Aid has had over the years. As the political activist and song-writer discussed the upcoming 40th anniversary of Band Aid, he mentioned Sam Smith and how they took part in the song in 2014.

"Sam Smith, I remember him at the microphone had his eyes closed, and he was singing away to the song, and I said 'Sam, they're not the words'", Bob told ITV viewers.

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"He goes, 'oh yeah, sorry'. Because we had re-written the words for I think the Ebola crisis in west Africa. And he says 'sorry', so off he goes, he closes his eyes again and he starts singing the original words."

Laughing, Bob then added: "I said 'Sam', and he goes 'oh yes, sorry, every year in school I have to sing this song'". Phil and Holly both share a giggle as Holly says: "It's so engrained".

Numerous viewers were quick to head online to share Bob's mistake. @Yayleyw_journo tweeted: "Not Bob Geldof repeatedly misgendering Sam Smith on live telly and the evil Holly and Phil not correcting him…" @Ells_worthy replied: "Ugh. It's so easy not to do."

@ToniHepburn85 added: "Bob Geldof just misgendered Sam smith on this morning." @RobsonMcTanned typed: "'He' Bob, ooh you'll be in trouble now! #ThisMorning."

However, @Petewo89 defended Bob, saying: "Probably was he/him when working with Bob. It's not like he's doing it maliciously." After the loss of his bandmate, Garry Roberts, Sir Bob Geldof revealed how the Boomtown Rats are paying tribute to him with their remastered single, ‘No Tomorrow Like Today.’

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