Sunderland manager Steve Bruce had no excuses for his team's lamentable display in the embarrassing 5-1 derby defeat to Newcastle United.
Kevin Nolan scored a hat-trick for Chris Hughton's team, while Shola Ameobi grabbed a brace before Darren Bent's stoppage-time consolation goal for the hapless visitors.
To add to the Black Cats' woes, former Newcastle defender Titus Bramble was sent off in the early stages of the second half for a professional foul on Andy Carroll, although Sunderland were already trailing 3-0 at that stage.
An aghast Bruce said after the rout:"It's pure disappointment. We've got a group of people who will have to apologise.
"There are no excuses. We were beaten well and truly. We were naive and didn't handle the occasion at all.
"Everything which could have gone wrong went wrong. We all have to live with this – it hurts.
"They had a couple of bounces of the ball, a few richochets, deflections, sendings-off, penalties – everything which could have gone against us did within the space of about 45 minutes.
"In the first half we simply didn't handle the occasion and we didn't show anything like what we can do. I have no complaints about the red card.
"I know it will take a lot to win the fans back over. We've let ourselves down and it couldn't have happened at a worse place. It was the worst performance since I've been in charge.
"To come and let that happen at Newcastle is very disappointing for us all. The whole thing accumulated into a terrible afternoon for us.
"My message to the fans is – we apologise. To witness that is difficult to take and there'll be a few – me included – who have a repair job and rightly so."