Simon Cowell has apparently been hypnotised during a Britain's Got Talent audition - by a dog - and her owner.
The judge, 55, fell forward in his seat and on to his desk after staring into the animal's eyes.
He was holding auditions at Manchester's Lowry Theatre when he reportedly fell under the spell of "Hypnodog".
The black German Spitz called Princess is owned by performer Krystyna Lennon.
Cowell is said to have been "under" for a few minutes before Princess apparently brought him round (with the help of Ms Lennon).
A spokesman for the show said he recovered quickly: "It happened on Friday and he returned to auditions yesterday. He was fine."
Hypnodog is a canine stage hypnotist act based in Leeds, West Yorkshire.
According to her owner's website, she's performed at universities around the UK, the Edinburgh Fringe Festival, music festivals like V Festival and at Reading, as well as on cruise ships, at hotels and in casinos.
Krystyna Lennon is a life coach and qualified hypnotherapist who decided to take over the family business after her uncle Hugh Lennon, a professional hypnotist, retired in 2007.
The act started more than 25 years ago after Mr Lennon found a 10-month-old Labrador retriever called Oscar on a farm.
Oscar became part of his act when one night Mr Lennon brought the dog on stage and a girl was supposedly hypnotised without him doing anything.
Oscar retired in 2001 after 12 years of performing due to failing eyesight, and last year Ms Lennon took over the show following her uncle's retirement in 2010.
Simon Cowell does love a clever dog though.
He has two of his own, Yorkshire terriers Squiddly and Diddly.
And three years ago Ashleigh Butler and her dancing dog Pudsey won the sixth series of Britain's Got Talent, becoming the first dog trick act to win the competition.