Martin Lewis OBE inadvertently showed off his cheeky side this morning, when he appeared on Good Morning Britain (Thursday 14 February).
In fact, viewers tuning in to see the money saving expert could be forgiven for thinking they'd switched to a scene from a Carry On film instead...
The finance guru, 46, made a saucy suggestion when discussing the ways in which viewers could avoid cash traps around Valentine's Day.
In a segment about last minute Valentine's gifts, Martin admitted he was a romantic but wasn't a fan of the day, and suggested ideas for those not wanting to spend lots of money.
After informing presenters Kate Garraway, Ben Shephard and Sean Fletcher about the £2 and £4 bunches of roses sold at the supermarket chains, he went on to propose another way of being romantic on the cheap.
I'll give you that special massage you like.
The finance journalist came up with the idea of presenting your loved one with Valentine's "love cheques" as a present.
Martin explained: "Something I prefer [to flowers], especially for those people who don't like spending money, but want to be romantic.
"You can print these online. These are love cheques. Valentine's gift cheques. They're blank. I haven't signed them, so they're not from me.
"You can put on here 'I'll give you breakfast in bed' or 'I'll walk the dog'."
So far, so good, we suppose. (But we'd prefer a bottle of Champagne, if we're honest).
However, Martin went on to say: "I'll give you that special massage you like."
In a Carry On-style voice and with a cheeky glint in his eye, he said: "Oh no matron."
As Ben, looking a tad uncomfortable, remarked: "That escalated."
Kate added: "That went from walking the dogs to something quite different."
Undeterred by the sniggers, Martin continued: "Whatever you want to put on there. What you want to give someone they like without spending any money - and they can redeem it whenever they like.
"For me that's far more what Valentine's Day should be about."
Martin was back in the studio for the first time since he was forced to cancel all his live TV work after being diagnosed with an incurable throat ulcer.
Would you give your loved one a love voucher for a massage? Leave us a comment on our Facebook page @EntertainmentDailyFix and let us know what you think!