Jean-Bernard Fernandez-Versini refused to talk about his ex-wife Cheryl or her new baby in a stilted interview on Good Morning Britain
But not, apparently, her ex-husband Jean-Bernard Fernandez-Versini.
Which makes sense, of course - but when celebrity journalist Richard Arnold cornered him about his ex-wife in a segment on Good Morning Britain, he completely dodged the question.
Susanna Reid branded it awkward, and we've got to say we do agree...
Cheryl and JB were married for 18 months (Credit: Getty Images)
Speaking about his new pop-up restaurant at the Cannes Film Festival, Richard slyly asked: "We know you through Cheryl – are you in a good place now?" - clearly hoping for him to mention Cheryl.
But Jean-Bernard didn't fall for it, instead turning the conversation back to his business: "I couldn’t be more happier, it's my new venture, it started last night it went very well. It cannot be better!"
However, Richard persevered and bluntly asked: "Do you have a message for Cheryl about her baby?"
JB, who looked as though he literally wanted the ground to swallow him, awkwardly shifted in his chair before turning the attention yet again back to his restaurant: "It's the 70th film festival - we might as well focus on the festival and making it the best possible, I want to make it count."
Jean-Bernard was clearly uncomfortable (Credit: ITV/ Good Morning Britain)
Thankfully, Richard appeared to let it go and the restaurateur relaxed.
The 36-year-old Frenchman has not publicly discussed his split with the ex-Girls Aloud songstress since their divorce was finalised in October 2016.
However - it was alleged at that time that they had both signed a confidentiality agreement, preventing either of them from talking publicly about the relationship, but this has never been confirmed.
Susanna Reid branded it "awks" (Credit: ITV/ Good Morning Britain)
If this is true, poor ole JB would have legally been unable to answer Richard's questions. So it might not have been the cast that he didn't WANT to congratulate Cheryl on the birth of her baby, it's that he literally can't.
As Susanna said - awks...