On December 20, 2015, Steve Harvey incorrectly announced Miss Colombia as the winner at the Miss Universe pageant before announcing the actual winner, Miss Philippines. While some believed this was an honest mistake, others thought it was a scripted move to generate buzz for the floundering pageant industry. Meanwhile, the internet responded with multiple memes of Steve Harvey making mistakes; Steve Harvey himself even released a meme poking fun at the mix-up and starred in a related T-Mobile Superbowl ad.