LOVE Island fans were left screaming as the show aired its 'most awkward moment ever'.
It came when Zachariah, 25, tried to kiss Kady McDermott, 27, but was brutally pied off.
In tonight's episode (June 26) Zach was seen confiding in Mitchel about his burgeoning feelings for Kady, despite Molly having only left the villa days ago.
Chatting in the pool, Zach vowed: “I definitely need to secure a cheeky kiss.”
Mitchel then suggested he take up to the terrace "when the moment arises".
Later in the evening, that's exactly what Zach did as he seized his moment.
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He told Kady: “I’m definitely glad you picked me as well…I’d almost say I’ve got some nerves which is nice…it’s a weird feeling for me to be honest. I’ve not had nerves in a very, very, very long time.”
But when Zach leaned in for a kiss, Kady pulled away and told him she wanted to wait before taking that next step.
She said: "Let's wait. I don't know what it is but I feel like I have only been here three days, and for me to want to kiss someone, it's not a big deal, but I have to know it's 100 percent."
She reassured him, however, that he was still the guy she had the strongest feelings for.
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"I promise you it is definitely going in the right direction," she insisted, adding that he shouldn't feel embarrassed.
"I definitely like Zach and he is such a nice person, but there and then, it just didn't feel right," Kady said in the beach hut, adding that she felt "so bad".
In his own beach hut chat, Zach admitted he was "humbled and embarrassed."
Despite that, he seemed keener than ever, saying the rejection "turned him on" because he "hadn't been rejected in so long".
Viewers couldn't contain their cringing over the toe-curling scene.
"Zach and his sh**e patter got absolutely pied," one laughed.
"I think I died of second hand embarrassment rip me," a second added.
"I would vomit out my intestines if I was Zach, there’s no way," chipped in a third.
And a fourth weighed in: "That goes down as one of the most awkward tv situations of all time."