THE Travelodge logo caused major debate on today's This Morning.
Host Dermot O'Leary's mind was blown as he was told the famous image wasn't what he'd always thought it was during a special on coupon deals.
The TV star was convinced the red and blue logo contained rolling hills symbolising a journey.
However, it's really the face of a person tucked up comfortably under bed sheets.
He's not the only one though.
For years people have been fooled, with the logo a regular topic of discussion on social media.
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One posted on Twitter: "i was today years old when i learnt the travelodge logo is a person sleeping in bed and not hills."
Another said: "call me slow but i just realised the travelodge logo is a person in a bed sleeping ??? Wtf ?? I am shook !!! I was convinced it was a mountain or something."
Elsewhere on the show, Dermot was left with his head in his hands as naked butlers flashed their bare bums.
They appeared as part of a stag-do celebration for etiquette expert and This Morning regular William Hanson.
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The recently-engaged 32-year-old, who detests stag nights, was on the show with I'm A Celeb's Jordan North, who he hosts a popular podcast with.
The Radio 1 star, also 32, seemed as shocked as anyone that the butlers really were naked gasping: "They're actually in the buff."