21/12/2015 2:40 PM AEDT | Updated 15/07/2016 12:51 PM AEST

Miss Universe Just Crowned The Wrong Winner And It Was Horribly Awkward

Ethan Miller via Getty Images
LAS VEGAS, NV - DECEMBER 20: Miss Colombia 2015, Ariadna Gutierrez, is named a top three finalist during the 2015 Miss Universe Pageant at The Axis at Planet Hollywood Resort & Casino on December 20, 2015 in Las Vegas, Nevada. (Photo by Ethan Miller/Getty Images)

Congratulations, you're Miss Universe!

Except you're not. We announced the wrong winner. We're terribly sorry.

This uncomfortably awkward scenario has just played out at the grand finale of the Miss Universe contest, where Miss Colombia was wrongly awarded the crown ahead of Miss Philippines.

But in a nightmarish throwback that Sarah Murdoch moment on the final of Australia's Next Top Model, host Steve Harvey was overcome with that familiar sick look on his face when he realised the error.

"I have to apologise, there has been a mistake," Harvey told the crowd in Las Vegas.

"The first runner-up is Colombia. Miss Universe 2015 is Philippines."

Pia Alonzo Wurtzbach was then given the crown from Colombia's Ariadna Gutierrez.

Harvey, best known as the host of Family Feud, then issued a heartfelt apology on Twitter.

The mistake was eerily reminiscent of Murdoch's misstep on the 2010 Top Model finale.

Murdoch wrongly named Kelsey Martinovich as the winner of the season and the $25,000 prize money, when in fact it was Amanda Ware who had won.

Murdoch realised her mistake while on stage and had to retract the announcement and crown Ware instead.

"I don't what to say right now, I'm feeling a bit sick about this. No. I'm so sorry about this, oh my god. I don't know what to say, this is a complete accident it's Amanda, I'm so sorry."