A KISS cam trying to elicit a smooch from a couple of Milwaukee Bucks fans was met instead with revulsion - when it turned out the pair was actually a mum and her son.
The bearded man is seen shaking his head, pointing at the woman studying her smartphone to his right and mouthing: "She's my mum!"
When she looks and sees their image on the large screen, her face contorts in the awkwardness of the moment.
And to make matters worse, the game was the kiss of death for their team.
The Bucks were socked in the kisser by the Toronto Raptors, 92-89, and eliminated from the playoffs in Game 6.
Awkward Kiss Cam Moment Number 324... pic.twitter.com/bA52qa5ndq— Milwaukee Bucks (@Bucks) April 28, 2017
The internet found it hard to look away when the Bucks posted the clip on Twitter.
Bucks put a mother and son on the kiss cam. It's Wisconsin so a natural mistake. https://t.co/rsrov03ce3— Kevin Ednie (@kevinednie) April 28, 2017
The kiss cam needs to go, for so many reasons. It's worse than the wave. https://t.co/VaDAw3BnqO— Shane Dale (@ShaneDaleABC15) April 28, 2017
Unfortunately, it wasn't even the only cringe moment kiss cam delivered during the series-decisive game six at the BMO Harris Bradley Centre in Wisconsin.
Earlier in the night the Bucks' mascot got a little too excited when a spectator in Toronto colours refused a smooch with a female spectator sitting next to him.
It did not end well.
For those keeping score, it's kiss cam 100,000,000,000, spectators nil.
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