Andrew Flintoff began amassing world records this morning as part of a Sport Relief challenge - but failed more than he set.
The former cricket star was aiming to bag 12 bizarre world records throughout the day, moving from one stunt to the next.
But he achieved a series of near-misses during the morning, narrowly failing a reverse bungee jump attempt and a three-point turn challenge by 3cm.
However, ex-England captain "Freddie" did manage to set a record for downing a cup of hot chocolate in 5.45 seconds, and another for the most number of "Likes" on a Facebook page in an hour.
He also added a further record by travelling 100m in a pedalo in under two minutes.
But he had a glorious failure live on ITV1's This Morning when he attempted to wrap presenter Holly Willoughby in newspaper in three minutes and seven seconds.
He struggled to find the end of the roll of sticky tape, costing him valuable seconds as co-host Phillip Schofield hid his head in his hands.
And he was disappointed that he had been supplied with tabloid rather than broadsheet pages, making the challenge harder. "Little newspapers," he grumbled.
Another of his unsuccessful efforts was to eat a muffin in 35 seconds and he blamed the quality of the produce. He told the presenters: "I'll be honest with you - the preparation wasn't good. I think it had been in the canteen for three weeks."
He is continuing The BT Sport Relief Challenge: Flintoff's Record Breakers over a 12-hour period as he dashes around London. Highlights are to be shown during the Sport Relief night broadcast on BBC One on Friday March 23.