Piers Morgan has said that Republican presidential candidate Donald Trump is a warm person and "a pretty smart guy", comparing him to a "right-wing Richard Branson" and suggesting that he's simply playing the media on the campaign trail.

The presenter spoke about getting to know Trump on NBC's The Celebrity Apprentice during an interview on Radio 4's Today programme, following the property magnate's success in the Super Tuesday primaries.

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"I saw a pretty smart guy... I saw somebody who had a warmth, a good humour, a sense of perspective," said Morgan. "So when I see Trump being more outrageous in some of the things that he's saying and doing now, I think he's just doing that to grab media attention.

"I think the reality of a Trump presidency, if it came to it, would be an awful lot more moderate.

"If people could hear him when he hasn't got the TV cameras in front of him and he was just one-on-one he's a very different beast. He's a lot calmer, he's a lot more rational... I would treat almost everything he says in this campaign cycle with a lot of cynicism."

Ida Mae Astute / ABC Getty Images

Trump has grabbed headlines and sparked controversy around the world during his campaign with a series of extreme statements on immigration, gun control and climate change - even getting into an ill-tempered feud with Pope Francis last month.

But the Good Morning Britain co-host admitted that he wouldn't cast a vote for the businessman in the presidential elections - simply because he doesn't agree with a lot of his policies.

"I don't agree with his wall, I don't agree with his short-term ban on Muslims entering the country, I don't agree with him about climate change or guns," Morgan stressed.

Karwai Tang/WireImage

"I don't agree with him about half these things and I personally wouldn't vote for Trump, so let me just make that clear now.

"I think if you look at what he's actually done and what he's actually achieved, you can slightly relax about how outrageous he would be.

"I read 'Trump's going to be the new Hitler', and I find that an absolutely facile way of looking at a guy who's basically a right-wing Richard Branson."

No, I'd never personally vote for any pro-gun candidate. https://t.co/I40zZkltFf — Piers Morgan (@piersmorgan) March 2, 2016

Cassetteboy recently pounced on the Trump publicity bandwagon, creating an Apprentice mashup in the vein of their past spoofs of Lord Sugar and co.

As part of an epic 22-minute takedown of the Republican candidate on Last Week Tonight, John Oliver also unveiled a brilliant Chrome extension that automatically changes 'Trump' to 'Drumpf'.

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