To most of us, Love Island is just a bit of harmless voyeurism, an opportunity to watch a bunch of horny 20-somethings pairing off in the sunshine.
But imagine how you’d feel if that was your own flesh and blood copping off with semi-naked strangers in some faraway resort, and in front of millions of TV viewers.
That’s the prospect facing Amber Davies’ mum Sue whenever she switches on the saucy ITV2 show.
And she appeared on today’s This Morning to explain exactly how that feels.
“I have to think about it as modern and liberating,” she told hosts Phillip Schofield and Holly Willoughby. “She’s being herself.”
“I find it a little bit uncomfortable, and I look away at times, but that’s what Love Island is all about.”
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Sue admitted, though, that she finds herself watching some of the scenes three times – but only because she misses the 20-year-old dancer so much.
“I watch it on ITV, then +1, and sometimes I watch it on the Hub,” she explained. “I miss her.”
So it’s safe to say that when the time comes for the brunette to leave the programme, Sue will be rolling out the red carpet in the North Wales town where Amber grew up.
And she reckons that a certain fella could well be in tow.
Sue has been monitoring the relationship between her daughter and Essex lad Kem Cetinay closely and, although they’ve now been ‘split up’ by new girl Georgia Harrison, she reckons Amber and Kem could be serious about each other.
“I think they really, really have feelings,” she told Phillip and Holly. “I could genuinely see she was heartbroken when he kissed Chyna Ellis.
“They’re so cute. There’s no fake or anything; she’s just like that at home.”
“He’s more than welcome to come to our little market town, and see the sights of North Wales!”