MR money saver himself Martin Lewis took a swipe at the stars appearing on this year's series of I'm A Celebrity… Get Me Out Of Here!
The brand-new season kicked off on ITV tonight and Martin has already kicked off the drama, slamming celebs in a sassy Tweet.
He commented on a remark often said by the show stars in the opening clips as they comment about why they joined the show.
Martin Tweeted: "I do roll my eyes when I hear 'I don't know what I'm doing here' on #ImACeleb.
"It's an entertainment TV booking. You're on there for one or more of… 1) a paycheque 2) to boost your profile 3) to rehabilitate your image Simples."
His comment went down a treat with fans, attracting more than 13,000 likes in just a matter of hours as the show aired on ITV.
When asked by one fan if he'd ever take part in the show himself, he replied: "Nope. Said no more than once."
Seemingly referencing Martin's work on the cost-of-living crisis, one fan replied that celebs may be going into the show to: "Save money on bills by living in the jungle for a couple weeks + isolation."
Another replied: "To be fair if I was a celeb I would do it regardless of those things as it looks fun, I'm happy to have a go even as a non celeb."
I'm A Celebrity returned to Australia after two series were filmed at Gwrych Castle in north Wales due to restrictions caused by the pandemic.
Among the stars taking part this year are singer Boy George, former England rugby player and royal family member Mike Tindall.
Former Health Secretary Matt Hancock, Love Island star Olivia Attwood, newsreader Charlene White and Radio DJ Chris Moyles are also in the line-up.
Completing the full list of celebs is Jill Scott, Sue Cleaver, Scarlette Douglas, Babatunde Aleshe, Seann Walsh and Owen Warner.
I’m A Celebrity…Get Me Out Of Here! returned tonight. Watch the next live episode tomorrow at 9pm on ITV and ITV Hub.
Have you got an OMG! story to sell? Email: firstname.lastname@example.org – we pay for your pictures, videos and tip-offs!