Miss Philippines was named Miss Universe Sunday in a drama-filled turn worthy of a telenovela.
The pageant's host, comedian Steve Harvey, misread his cue card and initially announced Miss Colombia, Ariadna Gutierrez, as the winner.
She was briefly, very fleetingly, crowned in Las Vegas and started the customary smiling and waving.
But not for long.
As she blew kisses at an adoring and ecstatic crowd, Harvey awkwardly delivered a shocker.
"OK folks, I have to apologize. The first runner up is Colombia."
"Miss Universe 2015 is Philippines," he added as the music began anew, with the Colombian contestant left like a deer in headlights and the actual winner, Pia Alonzo Wurtzbach, looking stunned and mouthing "What?"
And all on live television with millions watching from Manila to Manchester.
"Listen folks, let me just take control of this," Harvey stammered as a perplexed audience held its breath, cheers mixing with boos.
"This is exactly what's on the card. I will take responsibility for this. It was my mistake, it was on the card," he said.
"It was my mistake, still a great night," added the talk show host.
"Please don't hold it against the ladies, please don't" he pleaded.
"We feel so badly but it's still a great night. Thank you all."
The glittering crown was then promptly placed on Alonzo Wurtzbach's head and that was that.
Not so on social media where the awkward mistake spread like wildfire, with the #MissUniverse2015 hashtag trending.
"People are human, mistakes can happen. Luckily some have the bravery to own it & take a step to correct it. Hugs to #MissUniverse2015 wow," tweeted Audrey Bolte, who described herself as Miss Ohio USA 2012.
Alonzo Wurtzbach told reporters after the ceremony that she wished the jilted winner well.
"I'm very sorry, I did not take the crown from her and I wish her well in whatever she wants to pursue after this pageant," she said.
The contest is wildly popular in Latin America and much of Asia.
PHOTO GALLERY: Miss Universe 2015 is Miss Colombia.. sorry it's Miss Philippines
AFP
Mon Dec 21 2015
Miss Philippines was named Miss Universe Sunday in a drama-filled turn worthy of a telenovela.
Who is Prabowo Subianto, incoming president of Indonesia?
A wealthy ex-general with ties to Indonesia's popular outgoing president and its dictatorial past, looks set to be its next leader.
Iran's supreme leader says Hamas leader's death will not halt 'Axis of Resistance'
The "Axis of Resistance", built up with years of Iranian support, includes Hamas, the Lebanese Hezbollah group, the Houthi movement in Yemen, and various Shi'ite groups in Iraq and Syria.
Putin says Russia willing to seek compromises between Iran and Israel
Russia is ready to help seek compromises between arch-foes Israel and Iran, President Vladimir Putin said on Friday, saying these would be difficult but possible.
What proposals will Russia push at the BRICS summit?
The proposal is also to establish a BRICS reinsurance company to allow uninterrupted shipment of goods and key commodities between members.
Indonesia's free meals plan in the spotlight as Prabowo readies for office
Prabowo calls the programme one of the main drivers of economic growth, eventually set to add an estimated 2.5 million jobs.
Astro AWANI's revamped English news website, AWANI International, launches on Oct 21
Astro AWANI's revamped English platform delivers in-depth global news and expert analysis to keep you informed on key developments.
Israeli strikes kill 33 people in Jabalia refugee camp in Gaza, medics say
Residents of Jabalia said Israeli tanks had reached the heart of the camp after pushing through suburbs and residential districts.
Liam Payne's ex-partner calls for media restraint after 'painful' death
Cheryl Tweedy used her statement to urge the media to remember they had a seven-year-old son, Bear, who could read the reports.
Analysts: Indonesia's strong MoF leadership team to boost investor confidence
Sri Mulyani Indrawati as head of Indonesia's Ministry of Finance is expected to instil confidence among investors.
Biden offers both a carrot and a stick to Israel as his term nears an end
Israel has frequently resisted US advice and has caused political difficulties for the Biden administration.
Putin says BRICS will generate most of global economic growth
Russian President Vladimir Putin will host a summit of the group in the city of Kazan on Oct. 22-24.
ISIS Malaysia's perspective of Budget 2025
An excellent rakyat-centric budget under the overarching principle of a caring and humane economy.
Budget 2025: Record increase in STR, SARA aid initiatives
The government will provide a significant boost to the Sumbangan Tunai Rahmah (STR) and Sumbangan Asas Rahmah (SARA) initiatives next year.
Budget 2025: EPF contributions to be made mandatory for foreign workers – PM Anwar
The government plans to make it compulsory for all non-citizen workers to contribute to the Employees Provident Fund (EPF).
What policies to expect from Indonesia's new President Prabowo
Prabowo will be open to foreign investment, his aide has said, such as by offering investors management of airports and sea ports.
Budget 2025: Govt allocates RM470 mil to empower women's participation in PMKS
The Women's Leadership Apprenticeship Program will be intensified as an effort to produce more female corporate personalities.
Israel sends more troops into north Gaza, deepens raid
Residents of Jabalia in northern Gaza said Israeli tanks had reached the heart of the camp, using heavy air and ground fire.
Indonesia ramps up security ahead of Prabowo's inauguration
Prabowo Subianto will be sworn in as Indonesia's president on Sunday with Vice President-elect, Gibran Rakabuming Raka, also taking office.
Immediate allocation of RM150 mil for local authorities, DID to tackle flash floods
Datuk Seri Anwar Ibrahim said this allocation is intended to address the recent flash floods that hit the capital and several major towns.
Budget 2025: Sabah, Sarawak to continue receiving among highest allocations - PM
Sabah and Sarawak continues to be prioritised under Budget 2025, with allocations of RM6.7 billion and RM5.9 billion respectively.