I'm a Celebrity… Get Me Out of Here! viewers recognised Adam Woodyatt's alter ego on the ITV show during a brief row with Naughty Boy.
After a slight spat between the actor and the music producer following their latest trial on the challenging show on Saturday night, it seems Adam's character might have come out to play.
Adam, Naughty Boy and David Ginola were locked in separate cells and they had to try to open the lockers in the third cell to retrieve the 11 stars up for grabs.
David was in the first cell, Adam was in the middle and Naughty Boy was on the end, meaning he had to be passed the keys to open the locks with the stars inside.
However, as Adam began to speed ahead, Naughty Boy lagged behind which ultimately caused the producer to struggle with the trial.
Adam appeared to get frustrated with Naughty Boy and told David to stop collecting keys as it was "pointless".
After the trial, Ant and Dec asked the trio how they got on, which prompted David to say it was "really difficult".
When David said he had managed to get seven, Adam said he collected every key given to him by David, but Ant said: "I see you didn't pass yours to Naughty, you threw them through the hole."
Naughty added: "That made it a bit difficult," with Adam immediately snapping: "How did that make it difficult?"
Naughty responded: "No because then I had to look for it in the mess," but as he started talking further, Adam stormed over to Naughty's cell.
He said: "There weren't that much mess there."
As frustrations became apparent on Adam's face, he told Naughty he knew he was trying his best – but his face looked far from impressed.
Viewers couldn't help but recognise Adam's shift in attitude as his EastEnders character Ian Beale, as many stated he had "unleashed" the controversial character.
One user wrote on Twitter: "Ian Beale is fuming," while another said: "It was so not cool the way he was blatantly blaming Naughty Boy in such a condescending way during and after that trial. Total Ian Beale stab-in-the-back catty moment."
A third said: "Oh Adam Woodyatt definitely has some Ian Beale characteristics."
Is that the one and only time we will see Ian Beale pop up? With a week left to go, fans will have to wait and see…
I'm A Celeb continues on ITV tonight at 9pm.
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