A campaign begging for broadcaster Piers Morgan to return to breakfast show Good Morning Britain has taken an unusual turn on social media.
It was announced on Wednesday (NZ time) that the 55-year-old had quit the show after his on-air attack on Meghan Markle received thousands of complaints.
While many have celebrated Morgan's departure, other social media users have taken to Twitter to voice their support for the controversial journalist.
The hashtag #BringBackPiers is now trending in Britain, but not as one would expect.
Since Tuesday, Twitter has been flooded with photos of the world's most iconic piers.
From Brighton to Santa Monica, sunset shots and blue skies, the actual Piers Morgan is nowhere in sight.
"It's nice to see #TeamPiers trending. I think my favourite pier is Brighton Pier, my nan took us on holiday there when we were kids and I had a great time!" one person tweeted.
"We should definitely #BringBackPiers - for fun, fishing, and fresh air," another wrote.
"I love a good pier, it's nice to see them getting some attention," said another.
"Southend - the Daddy of all the Piers! Still the longest in the world."
Morgan has faced significant backlash after launching an attack on Markle and her tell-all interview with Oprah Winfrey.
Markle claimed to Winfrey that she didn't receive support from the Royal Family after confessing she was struggling with her mental health and suicidal thoughts. She also claimed a member of the family had raised concerns over how "dark" her son Archie's skin colour would be before he was born.
Morgan condemned Markle for her "disgraceful betrayal of the Queen" and for "portraying the Royal Family as a bunch of racists". He also questioned the authenticity of her claims, declaring on Monday's programme that he doesn't believe "a word" she said.
The broadcaster was subsequently slammed by activist Dr Shola Mos-Shogbamimu, who called him "disgusting" in a fierce interview on Good Morning Britain.
"You're more outraged that Harry and Meghan had the audacity to speak their truth than at the actual outrage of racism," she said.
He also had an on-air dispute with weather presenter Alex Beresford, who accused Morgan of "diabolical behaviour" in relation to the Duchess. The attack prompted Morgan to storm out of the studio.
It was later revealed Markle complained to ITV about Morgan hours before the broadcaster left Good Morning Britain.