In front of millions of television viewers - and a stunned live audience of superstars - Madonna exchanged passionate French kisses on stage with fellow pop stars Britney Spears and Christina Aguilera.
Her impromptu display at MTV's 20th annual Video Music Awards momentarily shocked celebrities at New York's Radio City Music Hall into silence before they recovered and roared their approval.
Madonna - who at 45 is more than twice the age of Britney and Christina - pounced on the pair while her six-year-old daughter, Lourdes, was on stage and husband Guy Ritchie, who has already complained his wife shows off her body in public too much for his liking, sat in the audience.
MTV cameras immediately cut to a close-up of Spears's former boyfriend Justin Timberlake looking distinctly uncomfortable.
The trio were performing a number which started with Lourdes walking on stage with a friend dressed as flower girls at a wedding.
Spears, 21, and Aguilera, 22, then made an entrance from a giant wedding cake, dressed in wedding gowns and knee-length white boots.
They ripped off their dresses and sang Madonna's hit Like A Virgin before she emerged from the cake dressed as the groom in top hat, tails and black boots.
Towards the end of her song Hollywood, Madonna pulled off a garter from Aguilera's right leg, gave Spears a French kiss and then kissed Aguilera on the lips.
They were joined by rapper Missy Elliott before leaving the stage.
One MTV producer said: "It was sensational, but I wonder what the good folk in places like Provo, Utah state, would make of it. Middle America is not gonna let this one go lightly."
Timberlake said: "I am not saying anything about it - that's how I get into trouble."
But Duran Duran singer Simon Le Bon said: "I wish it was me she was snogging."
American comedian Chris Rock, who presented the show for the third time, said: "That kiss was good, but where wa s mine?"
The MTV Video Awards were celebrating their 20th year.
Avril Lavigne, P Diddy, 50 Cent, Eminem, Kelly Osbourne, Mary J Blige, Coldplay, Ashanti and Beyoncé Knowles were all present but still Madonna stole the limelight.
Coldplay won three awards for best group video, best direction in a video and breakthrough video.
Introducing them, Timberlake said: "This is an amazing band, their sound is emotional, powerful and beautiful. Ladies and gentlemen, the greatest band in the world - Coldplay."
Timberlake won three awards for best male video, best dance video and best pop video. He dedicated his awards to country singer Johnny Cash, 71, who could not make the ceremony as a result of poor health and who had been nominated in six categories.
Le Bon and the rest of Duran Duran were given lifetime achievement awards. He said: "MTV has been part of our lives and we have been part of MTV for 20 years, so to get this award has really blow n the barn doors off."
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