Piers Morgan was left with egg, cream and sugar on his face after he appealed for people to buy his new book by having his head shoved into a cake.

To celebrate his 56th birthday, which was on Tuesday – as well as the publication of his paperback edition of Wake Up – his publishers sent him an edible version of the new book.

He tweeted a video of the cake along with the caption: “Tastes as good as it reads” – which one could only hope to be true.

He added: “I just want to thank my publisher Harper Collins for this amazing birthday cake they sent me – obviously it's my book and the paperback is coming out on Thursday so it’s time to wake up, get out and buy the paperback.”

Another person then steps into the frame and helps the journalist push the cake into his face.

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The production of this video is helped by the fact that Morgan has a lot of free mornings nowadays after he resigned from his position at ITV flagship breakfast show Good Morning Britain.

It came amid a furore over his comments about the Duchess of Sussex following her and Prince Harry’s interview with Oprah Winfrey. He said that he did not believe what she had said during the sit-down chat.

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If you are based in the USA, and you or someone you know needs mental health assistance right now, call National Suicide Prevention Helpline on 1-800-273-TALK (8255). The Helpline is a free, confidential crisis hotline that is available to everyone 24 hours a day, seven days a week.

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