"Let's see if we can get Rock Hudson out of Fanny"- Gene Rayburn
The question on Match Game PM was "Telly Savalas said, 'I hate to tell you, but I put on a wig and now I look like BLANK'".
The contestant's answer was "Rock Hudson", but none of the celebrity panel's answers were matching. Brett wrote "Paul Newman", Charles Nelson Reilly scribbled "hell", and Richard Dawson's answer was "Cher". Now it was all up to the last celebrity, Fanny Flagg. And thus came the infamous words from Gene Rayburn. Truly one of the great moments in TV history.
No one gave an indication they caught Gene's accidental double entendre. Although, I'd bet money Charles Nelson Reilly, dressed in a snazzy silk scarf, knew of Hudson's secret life and was holding back a sly chuckle.