Sunrise hosts shocked by Simon Cowell's Wiggles jab: 'Tortured me'

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·Lifestyle & Entertainment Producer
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Showbiz giant Simon Cowell has accused Aussie kids band The Wiggles of 'torturing' him while filming their smash-hit Uber Eats promo earlier this year.

The notoriously grouchy Brit appeared on Sunrise on Tuesday morning to share some behind-the-scenes goss with hosts David 'Kochie' Koch and Natalie Barr.

Simon Cowell with Sunrise hosts David 'Kochie' Koch and Natalie Barr. Photo: Channel 7.
Simon Cowell chatted with Sunrise hosts David 'Kochie' Koch and Natalie Barr about his Uber Eats ad with The Wiggles. Photo: Channel 7.

The Wiggles were 'torture'

To promote the online food delivery company, Simon — who famously launched the careers of One Direction and Susan Boyle — donned a grey skivvy to become the fifth member of The Wiggles.

The 61-year-old revealed to Kochie and Nat that he nearly reached breaking point on the one-day shoot after hearing the ever-cheerful band's new song about 'zucchini linguine' one too many times. 

"I've got to be honest with you, on the day it reached a point where I thought, 'If I hear one of these songs again I'm going to scream'," he said, leaving the Sunrise stars a little shocked.

"It was like they were torturing me on purpose," he chuckled.

In the end, however, Simon was happy with both the ad and his new friends, The Wiggles.

"They are hilarious. I do love them," he said.

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Simon Cowell and The Wiggles in an ad for Uber Eats
The Uber Eats ad with Simon Cowell and The Wiggles was a hit with fans. Photo: Uber Eats

'Best ever'

The unlikely pairing of acerbic X Factor judge Simon and The Wiggles paid off for Uber Eats, with fans calling it the ‘best ad ever’ when the commercial first aired back in June.

It sees Simon reading the newspaper with the four Wiggles nearby. When long-time Blue Wiggle Anthony Field announces Uber Eats' famous line, "Tonight, I’ll be eating..." Simon hilariously cuts him off.

“I’ve already eaten,” he says curtly.

Yellow Wiggle Emma Watkins then sing-songs: “Oh grey Wiggle, dinner is better when we eat together!”

In response, Simon deadpans, "I now hate music".

“I like the grey Wiggle,” a chipper Red Wiggle Simon Pryce remarks.

Fans online have praised the unlikely pairing, declaring the new video as “brilliant”.

“Best. Uber Eats ad. Ever,” one fan commented on social media.

“Simon hates living with them, this is great!” another wrote.

A third added: "Come on Simon, you can’t hate music when you made One Direction."

Additional reporting by Lachlan Guertin.

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