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The Today show crew just can't keep their lips to themselves!

Matt Lauer and Kathie Lee Gifford came together Tuesday morning to participate in the Twizzler Challenge.

In an effort to raise money and awareness for autism programs, the morning show favorites shared a delicious slice of the candy that ultimately resulted in a kiss on the lips. Do you see why this movement is going viral?

"Your world is going to be on fire," Kathie Lee joked moments before the big event. "This is nothing compared to what goes on in the makeup room."

Without further ado, we present the most memorable kiss you've seen on daytime in a very long time.

"It's all for a good cause," Matt added. "I love you anyways. I would have done that for nothing."

As it turns out, Kathie Lee and Matt aren't the first to lock lips for autism. Today's Willie Geist started the movement while appearing at Comedy Central's 6th biennial Night of Too Many Stars charity event. After kissing Uzo Aduba, Geist decided to continue the movement during his visit to the Meredith Vieira Show.

"Nothing weird here. We are colleagues," Meredith assured the audience. Willie added, "Oh, this is a long Twizzler. It doesn't get more awkward than this." 

Meredith Vieira Show, Twizzler Challenge

Meredith Vieira Show

Luckily, thousands of dollars are being raised for autism programs across the country. And from the looks of it, this movement is just getting started.

Kathie Lee asked Hoda Kotb and Regis Philbin to take the challenge Wednesday morning while Matt promised Mad Men stars Jon Hamm and John Slattery would participate during their upcoming interview Monday morning.

Get ready, folks! There's a whole lot of love in the air! 

( E! and Today are part of the NBCUniversal family)