Word to the wise, don't call Idris Elba #TooStreet unless you want to go viral for all the wrong reasons.
Author Anthony Horowitz, who has a new James Bond novel Trigger Mortis coming out next week, has been left red-faced after calling actor Idris Elba 'too street' in an interview with The Daily Mail.
Fast forward to #TooStreet becoming a trending hashtag on Twitter, and 'Idris Elba' a trending term on Facebook and you have yourself a perfect storm of negative publicity.
Taking to Twitter, Horowitz issued an apology overnight for any 'offence' his statement may have caused.
The author was originally quoted as saying he thought Idris Elba was 'too street' to take over the role after Daniel Craig hangs up his bond boots.
"Idris Elba is a terrific actor, but I can think of other black actors who would do it better. For me, Idris Elba is a bit too rough to play the part. It's not a colour issue. I think he is probably a bit too 'street' for Bond. Is it a question of being suave? Yeah."
So he hasn't ever seen Idris Elba in a three-piece suit, right?