Richard Madeley's followers have been left in disbelief at a throwback photo of the veteran broadcaster.
The 65-year-old currently has no access to his social channels while he is locked away in The Clink on I'm A Celebrity.
However, friends and family have taken control of his Instagram account as he aims to be crowned as this season's King of The Castle.
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They have sent out a message thanking people for their support for Richard - and thrilled followers by sharing a photo from the Good Morning Britain presenter's youth.
The caption said: "Lots of lovely comments about how well Richard is looking in the castle, but do you think he could still rock a pair of flares?"
Family members and fans flooded the comments in hysterics at the unearthed 70s snap.
Richard's daughter, Chloe, commented: "I can’t look at this without laughing."
Bryony Gordon said: "What a LEGEND."
Anne added: "Just brilliant, go Richard. We love you."
Sarah posted: "Absolutely love him !!! Tuning in just for him."
Richard had fans in stitches last night after his reaction to winning a cake in the Don't Blow It Challenge.
The news anchor was waxing lyrical as he tucked into the prize-winning treat.
He said: "My taste buds were joining in a harmonious chorus of joy. Better than any cake I’ve ever eaten in my life.”
However fans following the show on Twitter claimed the response was slightly over-the-top since the contestants were only on their second day.
One user said: "It’s quite bad that they’ve not even been in a week yet and they are acting like that about cake."
Another added: "It's been two days and they're acting like they've never eaten cake before."
I'm a Celebrity airs tonight at 9.15pm on ITV and ITVHub
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