Stars are taking Beyonce’s ‘I woke up like this’ to a whole new level posting crusty-eyed, bed-head selfies minutes after they wake up - all in aid of the new charity campaign #WakeUpCall.
The campaign, in aid of the charity Unicef, has morphed the best elements of the ice bucket challenge frenzy, which dominated the internet over the summer, and the ever famous #nomakeupselfie campaign.
Celebs such as Hugh Grant and Stephen Fry are among the stars posting selfies online just as their alarm clock goes off.
Naomi Campbell has even gotten in on the craze.
Though we are really not convinced.
The hashtag 'WakeUpCall' has been trending on Twitter since UK socialite and Unicef ambassador Jemma Khan tweeted her bed-head.
Derren Brown and Nigella Lawson have also been posting their bleary eyed pics to support the cause.
Wait … who sleeps in a hoody Tom?
But Jeremy Clarkson's attempt has to be 'by far' our favourite.
Money donated during the campaign will go to Unicef’s Syria Emergency Fund.
Will you be posting your #WakeUpCall look in aid of this great cause?