This Morning’s Ben Shephard was left feeling embarrassed on Thursday morning when Freddie Flintoff called him out for using a “soft voice” while discussing the terrifying Top Gear crash that nearly claimed his life.

The former cricketer and television presenter, 47, joined Ben, 50, and co-host Cat Deeley on the ITV sofa to chat about his new autobiography, Coming Home.

The pair were eager to probe Freddie about what readers can anticipate finding in the book, which is already on sale, including any references to the car crash that left Freddie with injuries to his face and body.

Tackling the delicate subject, Ben was seen questioning Freddie about the aftermath of the accident, which occurred during filming for the BBC’s Top Gear.

However, the cricketer quickly retorted that there was no need for such gentleness when asking him about the incident, which took place in December 2022. “I’m alright – you don’t have to put a soft voice on!” Freddie informed Ben before sharing his recollections of the terrifying event and its aftermath.

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Ben was left red in the face on Thursday morning(Image: ITV)

He went on to say, “It’s one of those things that changes everything in an instant. When you’re batting against 90mph balls, you have to decide what you’re going to do in half a second.”

He admitted: “I found it hard, I didn’t leave the house for eight months apart from appointments and various things.

“Coming back out again was quite difficult, but I did it around cricket, which was really nice. It took a strain on the family, obviously, but they were always there helping and supporting.”

Turning his attention to his new book, he continued: “The book is called Coming Home, so I suppose it got my back to cricket. Being back in that world is the one where I felt the most comfortable.”

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Freddie shared a candid health update(Image: ITV)

The TV star added, “It’s been an adjustment, and I still do the off-TV jobs. It’s a bit of a blend of stuff, but cricket is my main focus, and I have the odd TV jobs to pay the bills, but I am happy.”

In 2023, Freddie made a return to cricket after it was announced that the motoring programme he co-hosted with Paddy McGuinness and Chris Harris would not be returning for the foreseeable future following an accident.

He subsequently created a cricket documentary series with the BBC, titled Field of Dreams and Field of Dreams on Tour, which saw Freddie return to his hometown of Preston with the aim of forming a brand-new cricket team with a group of promising teenagers.

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Freddie on This Morning alongside hosts Cat Deeley and Ben Shephard (Image: ITV)

He has since announced that he has left The Hundred franchise Northern Superchargers after he was offered ‘a quarter’ of the salary of other head coaches.

Explaining his exit on the Beard Before Wicket podcast, Freddie said: “I genuinely don’t do it for the money – although it’s nice – but I’m worth more than just over a quarter of the salary of other head coaches. We have new owners, and I spoke to them and said, ‘Yeah, fine, make us an offer.’

“I wasn’t encouraged; they wanted me anyway, and you want to feel valued. So I said that it’s not going to work for me, and they weren’t going to move on it.

“I felt we were building something over the last two years, and I’d have loved to see it through.”

It was meant to be another lively and light-hearted segment on This Morning, but what unfolded left both the audience and production crew stunned. Ben Shephard, known for his easygoing charm and professional composure, found himself unexpectedly red-faced after a sharp on-air exchange with former cricketer and television personality Freddie Flintoff. What started as playful banter turned into a moment of live television awkwardness that viewers are still talking about.

The tense moment occurred during Thursday’s episode when Flintoff appeared on the ITV morning show to promote a new sports documentary. The interview began smoothly, with Shephard and co-host Cat Deeley joking about Freddie’s return to public life following his long recovery from a serious car accident in 2022. But things quickly took an unexpected turn when the conversation shifted to Freddie’s time working with Shephard on a previous television project.

“Shephard said with a grin, ‘Freddie was always the last to arrive on set — we used to joke that we had to start filming just to get him moving!’” The remark was clearly intended as a light tease, but Flintoff didn’t take it in stride. With a wry smile, he leaned forward in his chair and shot back, “You know that’s not true, Ben! Come on, mate, don’t make me tell them who really kept us waiting.”

The studio audience gasped, and Cat Deeley tried to defuse the tension with a nervous laugh, saying, “Uh oh, I think we’ve hit a nerve!” But Freddie wasn’t finished. “Let’s just say,” he continued, glancing toward the camera, “someone here liked their morning coffee a bit too much before the cameras rolled.” The playful jab landed awkwardly, and for a moment, the normally unflappable Shephard seemed genuinely taken aback.

Visibly blushing, Ben raised his hands in mock surrender. “Alright, alright — guilty as charged,” he said, chuckling nervously. “But at least I didn’t spend half the shoot trying to find my cricket bat!” The audience laughed, though it was clear the energy in the studio had shifted. The exchange might have ended there, but viewers noticed that the easy chemistry between the two men didn’t quite return for the rest of the segment.

Media analysts have since weighed in on why the moment resonated so strongly with viewers. Part of it, they argue, comes from the contrast between the two men’s personalities. Ben Shephard has built a reputation on calm, measured hosting — the kind of presenter who rarely loses his cool. Freddie Flintoff, by contrast, is spontaneous, fiery, and unfiltered, known for speaking his mind. When those worlds collide on live television, the result is inevitably compelling. “What people saw was authenticity,” said media commentator Hannah Cole. “It wasn’t scripted, it wasn’t polished — it was raw human interaction. That’s why it went viral.”

Fans of both stars have since taken to defending them online. Many praised Flintoff for being his unapologetic self, while others felt Shephard handled the situation with grace. “Ben stayed classy — he didn’t snap back,” one viewer wrote. Another countered, “Freddie was just having a laugh. People are reading too much into it.” The debate raged on for hours, with both names trending well into the evening.

The This Morning production team, ever keen to keep things upbeat, has reportedly invited Flintoff back for a future appearance, suggesting there’s no lingering bad blood. “We love Freddie — he brings unpredictability and fun,” a show spokesperson said. “And Ben’s always up for a bit of banter. That’s what makes live TV so entertaining.”

As for Shephard, he’s known to laugh off such moments. In a follow-up interview on another ITV program, he briefly addressed the incident, saying, “It’s all good fun — Freddie and I go way back. He’s like a big brother who can’t resist winding me up.” Flintoff, too, posted a tongue-in-cheek response on social media, sharing a clip from the show with the caption: “Sorry, Ben — couldn’t resist! All love, mate.”

Ultimately, what could have been a PR headache for ITV turned into viral gold. The clip has amassed millions of views across platforms, sparking debates, memes, and plenty of laughter. For viewers, it was a reminder of why live television still holds its magic — because no matter how polished or rehearsed things might seem, there’s always room for a genuine, unpredictable moment.

Whether it was harmless banter or a flicker of real tension, one thing is certain: Ben Shephard’s good-natured professionalism and Freddie Flintoff’s quick wit made for one unforgettable piece of television. And while Shephard may have been left momentarily red-faced, both men emerged from the moment with their trademark humour intact — a testament to the enduring power of live TV to surprise, entertain, and connect audiences in ways no script ever could.