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Shane Richie: I’m A Celeb star admitted he ‘only did Daz advert for money’

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The former EastEnders actor, 56, is set to battle it out in this year’s I’m A Celebrity… Get Me Out of Here!, which starts on Sunday. Shane Richie started out on TV screens as a comedian but is best-known for his role as Alfie Moon in the popular BBC soap. The star admitted that being “literally skint” influenced his decision to appear on the ITV reality show, which is set in Wales this year due to the coronavirus pandemic. In the past, he admitted his regret over making decisions for money when he appeared in a number of adverts for Daz. 

As part of Shane’s performance for the washing detergent brand, he toured the nation and asked unexpecting home owners: “How confident are you in your whites?”

In one of the “doorstep challenges” from 1995, the quiff-haired star was greeted by unwilling participants who slammed the door on his face in Leicester.

Part of the clip showed one flabbergasted lady who yelled “No” at Shane before he replied: “There you go, another day another door slam.”

At another house a woman raced back inside as soon as she saw the then-31-year-old comedian and his large TV crew.

Shane quipped: “Looks like we’re never going to know, alright onto the next doorstep.”

In a final failed attempt, one lady protested, “Oh no, no, don’t put it on the telly” and shut the door – to which the star said: “That says it all, doesn’t it really?”

Shane revealed that he learned a number of hard lessons during his younger years, including when he homeless at 16 years old after a DJ job “didn’t materialise”.  

He told The Big Issue magazine in 2017: “My ego wouldn’t let me go home. I ended up on a park bench for a few nights. I look back on it as horrendous, but it felt like an adventure.”

Shane felt that he “shouldn’t have done those Daz adverts” and admitted he was “lured by the money”.

He recalled having bought a “big f***-off house” with multiple cars in the drive, when he was with Coleen Nolan.

The pair, who were married for nine years until 1999, were sitting in their “big f***-off kitchen” when he thought: “What happens next?”

Shane admitted “that was the beginning of the end” and that he would not do it again because it tarnished his reputation as an actor.

He said: “I would warn my younger self – you will get s***loads of money but at auditions people will giggle, ‘It’s that prat from the adverts’. 

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“My career was based on a personality and no talent for a while. For all I was at my richest, I was probably at my unhappiest.”

During a preview for this year’s I’m A Celebrity – which will be filmed on the grounds of Wales’ 200-year-old Gwrych Castle instead of the Australian jungle – Shane mocked his career.

He said: “You might know me best from such classics as Seaside Special, Summertime Special, I did Grease the musical…

“The Daz ad in the Nineties, where I would just knock on bored housewives’ doors and ask to go and check their underwear.“

The star took a lighthearted swipe at his success on the small screen and his multiple pantomime runs before he mentioned that he reached number one in the UK charts.

He released I’m Your Man in 2003, which was originally performed by Wham! in 1985. 

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Shane deliberately avoided mentioning his iconic role in EastEnders for comedic effect before he relented: “So take your pick of the last 40 years, anyone one of them.

“But I suppose it’s probably Alfie Moon – that’ll be the one I take to my grave, ‘Here lies that bloke who played Alfie.’” 

A number of fans seemed amused by his performance and on Twitter, his fanpage Team Shane Richie quipped that his advert was an unusual highlight to reference.

On Monday, they wrote: “All the fantastic work he’s done over 40 years [and] he mentions the Daz ads… This is going to be fun!”

Shane told Digital Spy his motivation for going into I’m A Celebrity money, adding: “You save money for a rainy day but you don’t expect the rainy day to last six months.

“Thankfully I’ve been able to borrow money from mates, my family and the bank and my wife is now very happy we can finally pay off the credit card!”

He joins Vernon Kay, Beverley Callard, Hollie Arnold, AJ Pritchard, Jessica Plummer, Jordan North, Giovanna Fletcher, Victoria Derbyshire and Sir Mo Farah on the reality TV show.

I’m A Celebrity… Get Me Out of Here! airs at 9pm on November 15 on ITV.  

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