Miss Universe pageant host Steve Harvey accidentally announced the wrong person as the winner – and then, in a Twitter apology, misspelled the countries of affiliation for the two women.
The scene was awkward.
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Harvey, standing alongside the crowned Miss Colombia, Ariadna Gutierrez Arevalo – who had been waving and smiling to the crowd – then spoke into the microphone: "OK, folks, I have to apologize."
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He went on: "The first runner-up is Colombia."
The announced first runner-up, Miss Philippines, Pia Alonzo Wurtzbach, stood nearby, looking confused but walked to the stage and stood next to Miss Colombia. A few moments later, the crown and winner's sash were taken off Miss Colombia and placed on Miss Philippines.
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Harvey took personal responsibility for the mistake and showed the card he read during the announcement of winners, which showed Miss Philippines as Miss Universe.
He later took to Twitter to apologize again – but then made a couple of notable spelling mistakes in his tweets.
"I want to apologize emphatically to Miss Philippians and Miss Columbia," he wrote, in reference to Miss Philippines and Miss Colombia. "This was a terribly honest human mistake and I am so regretful."
Republican frontrunner primary candidate Donald Trump sold the Miss Universe Organization to WME/IMG, a talent and entertainment company, months ago and had spent pageant night on social media appealing for followers to watch the event. But shortly after learning of Harvey's mistake, he turned scornful and tweeted: "Very sad what happened ... at the Miss Universe Pageant. I sold it 6 months ago for a record price. This would never have happened!"
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Trump also retweeted from another user: "@drdoucette: $MissUniverse DonaldTrump must be overjoyed that as soon as he sells the pageant it goes off the rails. We need you Mr Trump."
And another retweet from Trump: "@Themyamccurry: Where's @realDonaldTrump when you need em? #MissUniverse2015."