The 52-year-old broadcaster had sent a metal tub down to Wimbledon for sports presenter Sean Fletcher and ordered him to take an ice bath in it.
Sadly though for Piers, it all went a bit wrong when the bath appeared to have sprung a leak and had water gushing out of one side, much to the amusement of Sean, 43.
The ITV presenter could be seen in fits of laughter at Piers as he quipped: “What I love about you Piers is that you’re a little bit of a failure because you managed to get the bucket down here but there’s a massive leak in it.
“Look at the water coming out of that! I’m sorry but that’s a failure, Piers! Look on the drip on that! We’ve created a river here at Wimbledon because of you and your bath.”
Susanna Reid looked shocked at Sean’s words and she burst out laughing at the prank, however Piers was not amused and simply told him: “Get in.”
Sean ended up grudgingly obeying as he stepped into the freezing bath and sat down into the water.
Piers Morgan was branded a failure by Sean Fletcher on Good Morning Britain
Good Morning Britain weather girl Laura Tobin was seen pouring more ice cubes into the bath from bags, leaving Sean very much unimpressed as he tried to shoo her away.
Earlier on in the show, Piers was heard telling Sean he wanted to wipe the “smug smile” from his face by forcing him to take an ice bath like tennis star Andy Murray.
Later on Sean posted on Twitter about his plans to make sure Piers got his just deserts, writing: “Revenge is a dish best served cold @piersmorgan. Ice cold. Your turn now. Or are you too chicken piers…yes, I suspect.”
Good Morning Britain: The best bits Wed, November 23, 2016
Good Morning Britain: The best bits of the morning TV show with Susanna Reid, Piers Morgan, Ben Shephard and Kate Garraway.
ITV 1 of 16
Good Morning Britain's best bits
To stoke the fire between the two ITV presenters, the Good Morning Britain Twitter account had posted: “That face you make when you're pretending you're fine but really you're planning your revenge on @piersmorgan…”
Could Piers find himself unexpectedly ending up in an ice bath very soon on live television?
Good Morning Britain airs weekdays on ITV at 6am.