The new season of I'm A Celebrity… Get Me Out of Here! has kicked off, with a bunch of well-known Australian faces going into a campsite referred to on the show as the "so-called jungle".
But the international celebrity Channel 10 wrangled for the series left some viewers scratching their heads.
His name is Joey Essex and he describes himself as "an international reality star".
'Never heard of Joey Essex'
Here's a few examples of some of the reactions to his appearance:
Of course, those tweets came from people who felt it necessary to tweet.
There's no real way of measuring the number of people who saw Essex, thought, "Oh yeah, that guy, I recognise him!" and didn't feel it necessary to share that thought on social media.
It's also equally as difficult to gauge how many people didn't find it surprising that a reality TV star was included in the cast given it's … a reality TV show.
And there's always someone saying "Who?!" and "Never heard of ‘em!" about the celebrities on the show:
The I'm A Celebrity… social media team members are well aware of this, cheekily acknowledging the "owls" while asking viewers to be decent human beings when tweeting about the show:
Ok, but who actually is Joey Essex?
Essex first appeared on the UK reality TV show The Only Way Is Essex, which is often shortened to TOWIE, back in 2011.
The show, which has now run to 29 seasons, follows the lives and relationships of a bunch of young people who live in Essex.
Essex (the man) only appeared in the series up until 2013 but he's been very much in he public eye since leaving TOWIE.
According to his IMDb page, he's got 72 TV credits for appearing as himself.
He's been on 8 Out Of 10 Cats Does Countdown, Celebrity SAS: Who Dares Wins, The Big Fat Quiz of Everything and, yes, the UK version of I'm a Celebrity… Get Me Out of Here.
Here's got 3.1 million followers on Twitter, 1.8 million followers on Instagram and it's fair to say he's a household name in the UK.
He also popularised the term "reem", which is slang for "good" or "fashionable":
Who else is on the show?
Poh Ling Yeow — Celebrity chef and TV presenter
Nathan Buckley — Brownlow medallist and former AFL coach
Dylan Lewis — TV and radio presenter
Maria Thattil — Miss Universe Australia 2020
Beau Ryan — Former NRL player and presenter on the NRL Footy Show
Brooke McClymont — Country music singer
Emily Seebohm — Olympic gold medallist swimmer
Derek Kickett — Former AFL player and co-host of Marngrook Footy Show
Cal Wilson — Comedian
There's also a fake celebrity
His name is David Subritzky, but he was introduced to most of the contestants as "The David".
He's just "a regular guy from the Goldie" but is pretending to be a big time influencer and designer of a glitzy footwear line.
Currently, only Poh knows his real identity, with the celebrity chef tasked with convincing the other contestants he's the real deal.
