The Good Morning Britain hosts were brought to tears as they each revealed their difficulties with grief in a heartbreaking segment.
Susanna Reid and Ben Shephard spoke to former EastEnders actor Peter Dean, who starred in a movie made by Phil Beastall for only £50 which brings light to loneliness due to bereavement.
The film was commissioned by the programme as part of their 1 Million Minutes campaign, to get people spending time with those who are lonely at Christmas.
But this also sparked Martin Lewis to open up about the death of his mother, which left Kate Garraway in tears and the other hosts vowing to give him a hug off air.
Susanna welled up as she talked about the film
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First, Susanna told the story of Phil’s first film, Love is a Gift, and it left her holding back tears as she struggled to get through the segment.
She said: "What was so poignant about your original film was that it was a grown man waiting for Christmas Day and counting down on the calendar.
"And as a viewer you think, ‘What is he waiting for?’ and on Christmas Day he opens up lots of cassettes and his mum who has passed away… oh sorry it’s getting me now.
"…has recorded a series of cassettes which he can listen to each Christmas Day and it’s revealed this is the last one."
The story of the first film clearly touched more than just Susanna, as actor John Partridge was also left wiping away tears, before it prompted Martin to open up.
Martin then opened up about his mother
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Martin, as a patron of Grief Encounter, said: "I lost my mum just before I was 12. And it was very sudden and it’s something I struggle to talk about… I won’t be going into details here as it took me a very long time to recover from that.
"When they asked me to be a patron it took me a while to decide… but in 30 years time when someone in my position is asked about it they will have had the counselling and the work so they’re not in as much discomfort as I am in now."
He tried to move swiftly on to his money deals, but Kate was wiping away tears in the corner as she considered how her mate had opened up.
Susanna thanked Martin for his honesty, and GMB fans have taken to social media to share their appreciation for his efforts in talking about such a difficult subject.
One wrote: "Really heartbreaking to watch # Martin Lewis on # GMB talking about the loss of his mother. Sometimes you can see pain in people’s faces and it’s especially heartwarming to see them carry on delivering their message! He put others care and needs before himself! # brave"
Kate Garraway couldn’t hold back her upset
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Another said: "Felt your pain Martin when you spoke so movingly on GMB about losing your mum when you were a child. I lost my mum suddenly when I was nine, almost 50 years ago and still feel the pain and yes, bitterness that no child should ever have to bear."
Good Morning Britain airs weekdays at 6am on ITV.
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