They say a picture is worth a thousand words - and that was certainly the case for Eddie Hearn on Friday afternoon.
The Matchroom Boxing promoter's face said it all as he immediately realised his error after swearing on Sky Sports News, at the time completely unaware the cameras had started rolling and that he was - well and truly - live.
Hearn has made a number of appearances on Sky throughout the week before his 'Fight Camp' kicks off on Saturday evening, with Sam Eggington and Ted Cheeseman to headline the behind-closed-doors event held in the garden of Matchroom's headquarters.
And it's not difficult to understand Hearn's excitement, given that the last Matchroom boxing event came back in March, with the sport later grinding to a halt due to the outbreak of coronavirus.
However, Hearn's evident glee briefly evaporated on Friday as he was swiftly made to realise he was, in fact, not in a dress rehearsal.
— Sky Sports (@SkySports)July 31, 2020
As the cameras turned to Hearn, and his interview was just beginning, he shouted "Shamone motherf****r."
Hearn realised his mistake in an instant, quickly asking “it’s not live, is it?".
Hearn was able to see the funny side of his error, instantly breaking into a laugh before commenting on a video going viral on Twitter, saying: “That was awkward..when you think it’s a rehearsal…”
That was awkward..when you think it’s a rehearsal 🙈 https://t.co/YtygsY1cIn— Eddie Hearn (@EddieHearn)July 31, 2020
The 41-year-old also managed to get some promotion for the big fight into the interview, with Eggington and Cheeseman set to kick-start a mammoth four-week run of shows.
Matchroom will be hosting live boxing on consecutive Saturdays throughout the month of August, the crescendo an enticing heavyweight showdown between Dillian Whyte and Alexander Povetkin on August 22.