BIG Brother fans were left horrified after seeing a bizarre ad promoting the new season of the show.
The clip that was aired on ITV showed a group of sperm racing in the direction of an egg.
One sperm was faster than the others and connected with the egg, fusing into it.
Text then overlaid the image, saying: "Big Brother sees it ALL."
A voiceover that was played over the video of the sperm said: "8.47pm. Yaz and Adam have put the kids to bed – early.
"Big Brother sees it all. The ultimate social experiment starts Sunday at 9 on ITV2 and ITVX."
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The account who posted the video let fans know that this did not mean Big Brother would be available to watch in the UK on Sunday, September 24.
They wrote: "Note: that Big Brother UK doesn't actually start this Sunday – the agency that created the ads uploaded them too early to their socials!"
Fans were horrified by the ad, with one person hitting out saying: "This is honestly one of the worst things I've ever seen!"
Another added: "What the f***."
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Other eagle-eyed fans previously spotted an issue with the new Big Brother house in the run up to the reality show being aired.
Drone shots gave a first look at the CCTV house while it was being pieced together ahead of launch night.
The compound is on an industrial estate in London which backs onto a canal leading some to speculate there could be launch night arrivals by boat.
Eagle-eyed fans spotted that it looks as if offices are overlooking what might become the house garden, raising the question: will workers be able to spy on the housemates?
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