A Devon man is in a critical condition after running back into his blazing house to get some trousers.
Fire crews said the father, alerted by a fire alarm early on Saturday, had left the house without all his clothes.
He was rescued from his bedroom where he was overcome by smoke at Penn Meadows in Brixham.
The man was carried unconscious from the house and taken to the Royal Devon and Exeter Hospital where he is in a stable but critical condition.
Group Commander Neil Blackburn told BBC News: "He had gone back into the house to spare his blushes.
"The clear message is if you discover a fire, get out and stay out."
The man's family escaped unhurt.