FILE – In this Tuesday, Aug. 2, 2011 file photo, Chris Matthews, host of “Hardball” on MSNBC, is pictured at the NBC Universal summer press tour in Beverly Hills, Calif. (AP Photo/Chris Pizzello, File)

There are embarrassing moments on live TV, and then there are those super-awkward, cringe-inducing, OMG-did-that-actually-happen embarrassing moments on live TV.

Unfortunately for Chris Matthews, remarks he made during a segment earlier this evening on MSNBC fit in the latter category, and will be the subject of gifs and memes and jokes at his expense for years to come.

It’s the eve of South Carolina’s Democratic presidential primary, so naturally President Trump held a rally in North Charleston. This is in keeping with how he has held similar rallies the day before the Iowa and Nevada caucuses and the New Hampshire primaries, presumably in an effort to troll Democratic presidential candidates the day before voters cast their ballots.

At a South Carolina political rally featuring a Republican president, you’d naturally expect to see prominent Republican politicos in attendance. Sens. Lindsey Graham and Tim Scott were indeed at the event, as you’ll notice in the video clip below.

During the segment, Matthews was talking to Jaime Harrison, who likely will be Graham’s Democratic opponent in the fall election. As the clip starts, you see what looks like a live feed of the rally or perhaps a recorded clip of Scott and Graham standing together among a sea of MAGA hats. Matthews tells Harrison he sees him standing next to Graham who he will “maybe, maybe” be going up against in the election come November.

Except … Harrison, who like Scott is black, was sitting in a studio somewhere. It was Tim Scott who was standing next to Lindsey Graham. You can actually hear a man and a woman both in the background hurriedly try to correct Matthews. And then you see Harrison’s reaction.

Awkward! Watch below:

Chris Matthews thought Jamie Harrison was hanging out w/ his opponent Lindsey Graham at a Trump rally. It was Tim Scott pic.twitter.com/QhbRl4AYvk

— Christopher Cadelago (@ccadelago) February 29, 2020

Why would Jamie Harrison be at a Trump rally? LOL.

As you might expect, Matthews got pummeled on social media. Here’s a small sampling:

I've watched this over 50 times now and I can't stop laughing. The guy off camera quickly repeating "Tim Scott, Tim Scott!" and then the lady off camera slowly saying "Tim Scott" and Chris Matthews still doesn't get it so the guy has to repeat "That's Tim Scott" a fourth time 😂 https://t.co/YUZubxO7OC

— Shem Horne (@Shem_Infinite) February 29, 2020

The other black guy. Whew. https://t.co/8vWknhBsHp

— Soledad O'Brien (@soledadobrien) February 29, 2020

Wow! In an interview with Jaime Harrison, @hardballChris Matthews confused Harrison with Tim Scott, while a video of Tim Scott & Lindsey Graham in a crowd wearing MAGA hats was on the screen. His other guests corrected him.

I won't say what I'm thinking; it's just too easy.🤦🏽‍♂️

— Mae B Someday Soon (@mspoint1106) February 29, 2020

Chris Matthews with his "you all look a like" moment. This is about as cringeworthy as anything I have seen lately. https://t.co/UyqsD3UR9O

— Shooter McGavin⭐⭐⭐ (@I_Suck_At_Golf) February 29, 2020

Confusing Jaime Harrison and Tim Scott is a bit embarrassing for Chris Matthews, especially because that appeared to be a live shot of Scott and Harrison was in the process of being interviewed by Matthews. @MSNBC

— Ellen (@EllenMignone) February 29, 2020

🤦🏻🤦🏻🤦🏻🤦🏻🤦🏻🤦🏻🤦🏻🤦🏻‍♀️🤦🏻‍♀️🤦🏻‍♀️🤦🏻‍♀️🤦🏻‍♀️🤦🏻‍♀️🤦🏻‍♀️🤦🏼🤦🏼🤦🏼🤦🏼🤦🏼🤦🏼🤦🏼🤦🏼‍♀️🤦🏼‍♀️🤦🏼‍♀️🤦🏼‍♀️🤦🏼‍♀️🤦🏼‍♀️🤦🏼‍♀️🤦🏽🤦🏽🤦🏽🤦🏽🤦🏽🤦🏽🤦🏽🤦🏽‍♀️🤦🏽‍♀️🤦🏽‍♀️🤦🏽‍♀️🤦🏽‍♀️🤦🏽‍♀️🤦🏽‍♀️🤦🏾🤦🏾🤦🏾🤦🏾🤦🏾🤦🏾🤦🏾🤦🏾‍♀️🤦🏾‍♀️🤦🏾‍♀️🤦🏾‍♀️🤦🏾‍♀️🤦🏾‍♀️🤦🏾‍♀️🤦🏿🤦🏿🤦🏿🤦🏿🤦🏿🤦🏿🤦🏿🤦🏿‍♀️🤦🏿‍♀️🤦🏿‍♀️🤦🏿‍♀️🤦🏿‍♀️🤦🏿‍♀️🤦🏿‍♀️ https://t.co/9Ait8BiyWl

— Sleeping Giants (@slpng_giants) February 29, 2020

As Twitchy documented, it’s already been a bad last few weeks for Matthews on a number of fronts. This just made his month a whole lot worse.

Couldn’t have happened to a more deserving guy.