Adam Thomas has reportedly been reluctant to promote his I’m A Celebrity…South Africa win on ITV. The controversy surrounding the live final of the show continues to spark discussion, especially after Adam was crowned the second-ever Ultimate Legend.
However, his victory was overshadowed by a heated argument that took place on stage between Adam, Jimmy Bullard, and David Haye, with hosts Ant and Dec struggling to manage the situation. The 37-year-old Waterloo Road star later appeared on his podcast, At Home With The Thomas Bros, where he claimed he felt “exploited” during the finale.
Adam stated: “I just felt like I’d just been exploited and I think you can see it at the end of the live show.” His twin brother and former Love Islander, Scott, added: “All those campmates were pissed off at ITV. It wasn’t your issue. It is ITV’s issue. In those shows, you get eaten alive, because it is so toxic. This is what is cut-throat about these shows: they are so high-risk. It wasn’t your fault, it was the way ITV played it.”
Despite winning with 51 per cent of public votes, Adam expressed his dissatisfaction, saying: “I feel like I sold my soul and you couldn’t pay me £10,000,000 to do that experience again. Nothing is worth what I went through in there.”
According to reports from the Daily Mail, there are currently no plans for Adam to appear on any ITV shows this week to discuss his I’m a Celeb victory. A source told the outlet: “It was a clear message. Adam is furious and he doesn’t want to tell his story anywhere near ITV.”
A TV insider close to the production reportedly told the publication: “Despite the drama that unfolded on the show, many of the campmates had a great experience and don’t have an issue with ITV or the way the show was edited.”
The Thomas brothers have a long history with the broadcaster. Adam previously starred in their soap Emmerdale, while his brother Ryan acted in Corrie for 16 years. He later appeared in Dancing on Ice in 2024. The brothers also filmed Absolutely India: Mancs in Mumbai in 2020, and Adam and Ryan co-hosted the game show 99 to Beat last year.
ITV and At Home With The Thomas Bros have not yet commented on this story.
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