I'm A Celeb's Dean exposed for 'playing up to cameras' questioned as hosts turn on star

I'm A Celebrity viewers are convinced Dean McCullough is "playing up to the cameras," as the star's true "game plan" has been exposed by show expert Edward Coram James.

The Radio 1 presenter's bushtucker trial woes have been neverending after viewers joked that ITV host Ant McPartlin looked seriously peeved as Dean flopped his third trial in three days. The radio star was called up to take on Lethal Lab but cried and pleaded for the trial to stop after collecting just four stars.

Speaking exclusively to Express Online, Go Up's PR expert has suggested that Dean's plan could backfire, as "perception is everything."

Edward said, “Dean may be playing to the cameras a bit, but that doesn’t necessarily mean it’s a bad thing. Moments like his twerking felt like he was trying to grab attention, and that’s part of what reality TV is about — standing out.

"At the same time, we have to remember how much of what we see is edited. What looks like a 'performance' might just be his natural personality coming through in the moments the producers chose to show us.

That said, perception is everything. Viewers are already starting to talk about him being a little too camera-aware, and that could backfire if people think he’s trying too hard. He’s in a tricky spot now — if he doesn’t tone it down, his authenticity could be questioned."

Edward suggested Dean's best bet is to think more about the group's dynamic and focus on teamwork rather than entertainment.

He suggested: "But if he suddenly pulls back, people might see it as insincere. It’s a balancing act, and if Dean doesn’t manage it well, he might lose votes.

"The next challenge is his chance to show a different side — maybe something less about entertaining and more about teamwork or resilience. That could win back any viewers who might be feeling sceptical.”

Despite bringing back four stars during Thursday night's episode (November 21), not everyone was pleased with Dean's efforts. He's set to take on a joint challenge with McFly's Danny tonight.

Appearing on ITV2's spin-off Unpacked, Ant admitted he couldn't hide his annoyance with the broadcaster's antics.

Dec Donnelly said: "He's enthusiastic, he's determined. There's no hiding for Dean now he will have to step up."

Ant agreed that being with Danny would force Dean to raise his game.

Sam Thompson joked that Ant would have to work on his poker face, "My annoyance came across onscreen. I was unprofessional. I'm not happy about it," replied Ant.

The ITV2 presenter said Dean's phobias "didn't make sense" as he quit the trial over fish guts but appeared fine to face snakes.

Sam, who won the show in 2023, continued to add fuel to the fire - accusing Dean of having a game plan.

However, all the presenters agreed that Dean is a "brilliant campmate".