There are men in underwear videos sexplenty of reasons a celebrity interview might go viral.

It could be really funny, for instance, or really off the rails. Maybe everyone descends into wild laughter.

Or it could just be mind-bogglingly, hilariously awkward.

This week, UK reality star Gemma Collins has a new book coming out. It's called The GC: How to Be a Diva, and Collins has recently been on a publicity tour to promote it.

As part of that tour she sat down for an interview with Now Magazinethat it's safe to say wasn't exactly your typical Q & A. That didn't stop them printing the full transcript, though.

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You can read the full interview online, but the opening exchange sums up the tone pretty well.

Interviewer: So tell me about your book. How did it come about?

Collins: Have you read it, hun?

Interviewer: No I haven’t, I’m afraid.

Collins: OK, so you’re doing this interview without having done any research or read the book or anything?

Interviewer: I wasn't sent it.

[PR: It’s only been sent out to certain people, and it’s not out yet. She’d have been lucky to have already read a copy.]

That isn't just the interview getting off to an awkward start, either -- the whole thing is like that. The entire exchange basically consists of Collins saying how hard the interview is going to be if the interviewer hasn't read the book, coupled with a few more awkward exchanges with her PR.

Soon, the interview was all over Twitter.

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"OK, so this was meant to be about the book," reads Collins' final quote. "Basically, any of the interviews have to be about the book; anything else isn't relevant. Darling, don't worry, we're going to get the book publishers to send everyone doing an interview, the book.

"Thank you, bye!"

Well, wow.

Still, at least Collins seems to be taking the whole thing in good spirits.

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