A hopeful groom-to-be suffered the most public of rejections when his proposal at a basketball game was blocked in front of hundreds of fans.
The young man got down on one knee at the UCLA game in California and pulled out a ring live on the stadium's "mistletoe cam" just before Christmas.
"I knew I was going to do this the first day I met you, so I know this is going to sound corny but ... will you marry me?" he said.
But rather than a happy yes, the young woman shook her head.
Her boyfriend could only watch in horror as she grabbed her bag and left the area to jeers from the crowd.
"Sometimes people get a little camera shy, I understand. It happens," the commentator told the audience as the man gathered up his things and followed her out of the door.
The failed proposal was captured by someone at the game and posted to YouTube.
UCLA basketball player Jerime Anderson said "That's cold", while team-mate David Wear added "Tough Break" after watching footage of the awkward moment, the Telegraph reported.