Simon Cowell has finally admitted what the public have always thought - that he is a "pain in the a***".
The X Factor judge couldn't resist making a joke about himself in an online video, where he gave his backing to Save The Children's new campaign, No Child Born To Die.
"Hi, I'm Simon Cowell and I was born to be a pain in the a***," he said, adding: "I'm backing Save The Children's campaign No Child Born To Die because around the world each year, eight million children die of preventable causes."
Actress Brenda Blethyn said she was "born to sing" but never got around to it, while Spooks star Hermione Norris confessed she was "born to eat sweets".
DJ Edith Bowman is "born to talk", and Holby City actress Amanda Mealing is "born to be a drama queen".
The King's Speech actress Helena Bonham Carter is voicing the TV advert, which also features David Beckham, Nelson Mandela, Usain Bolt and Darcey Bussell.
The organisation's chief executive Justin Forsyth said: "Every child should be given a chance to live their dreams.
"It is shocking in this day and age that 4,000 children a day are dying of something as simple as diarrhoea or pneumonia - what a senseless waste of young lives. No Child Born To Die is all about getting the great British public mobilised to put a stop to this scandal."
© Press Association