Ant and Dec sparked quite a reaction among ITV viewers on Tuesday night after making a joke about current campmate Kelly Brook.
Ms Brook had just stunned campmates and viewers alike when she recounted an embarrassing incident involving pop icon Madonna at a star-studded gathering.
The 45-year-old former glamour model revealed that whilst attending a macrobiotic dinner party at Madonna's Los Angeles residence, organised by Gwyneth Paltrow, she farted.
Ms Brook explained to fellow contestants Ruby Wax and Angry Ginge that the plant-based meal, consisting primarily of beans and rice, had caused her stomach to rumble uncontrollably.
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ITV I'm A Celebrity: Kelly Brook told Ruby Wax and Angry Ginge the story
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"I let out the smelliest fart. It went right up her nose. She just was like, [flinches away]," Ms Brook confessed, describing Madonna's reaction.
The mortified star revealed she continued experiencing flatulence throughout the evening, telling campmates: "I could not stop farting all night long."
Following the stomach-churning revelation, presenters Ant McPartlin and Declan Donnelly responded with mockery, branding the radio personality "Smelly Brook" during their commentary.
As the pair continued to mock the anecdote, social media was soon awash with fans' reactions to the joke, especially given Ms Brook's reported feud with the hosts from her time on Britain's Got Talent.
ITV I'm A Celebrity: Ant and Dec mocked Kelly Brook after the story
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"'Smelly Brook'? Bit of a mean joke from Ant and Dec there! #ImACeleb #ImACelebrity," one X user commented after Ant and Dec's joke.
"Ant and Dec are not funny in the absolute slightest omg," a second criticised, while a third included a picture of the Geordie duo laughing alongside the caption: "Ant & Dec when Kelly finally does a trial #ImACeleb."
Elsewhere, others levelled their criticism at Ms Brook. "Kelly just isn’t coming across well I can’t explain it #ImACeleb," a fourth weighed in.
And a fifth praised her candor: "Kelly Brook discussing farts like it's a TED Talk... honestly I respect the transparency." (sic)
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The tension between Ms Brook and the Geordie presenters dates back to 2009, when the model was dismissed from her position as a judge on Britain's Got Talent after just seven days.
Ms Brook had joined the programme's third series as its inaugural fourth judge, sitting alongside Simon Cowell, Amanda Holden and Piers Morgan, before producers deemed the format "too complicated".
The model subsequently alleged that Ant and Dec orchestrated her departure following an uncomfortable encounter during filming.
According to Ms Brook's account, the presenting pair took offence when she enquired about their role on the programme, interpreting her question as disrespectful.
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"There was nothing I could do in this country after Britain's Got Talent. The people at ITV were telling me that I had upset Ant and Dec and that was it," Ms Brook alleged following her dismissal.
Ms Brook maintained that the presenters' reaction to her BGT appointment ultimately sabotaged her television career in Britain.
"I really felt it was working out. Ant and Dec had never been anything but pleasant to my face but, clearly, they didn't want me on the show," she claimed after her departure.
She added: "Their egos are such that they were saying to themselves, 'How dare she think she can come on to our show?', and since then they've been very vocal about their displeasure at me being there."
Years later, Ms Brook took a swipe at the pair's decision to document the incident in their memoir, declaring: "As for Ant and Dec, good luck to them. They are rich and they are happy, but they won't be in my autobiography, even if I am in theirs!"
The presenting duo provided their perspective in their 2010 memoir, Ooh! What a Lovely Pair: Our Story, revealing their frustration at Mr Cowell's unilateral decision to add Ms Brook to the judging panel.
Mr Donnelly wrote that when he attempted to reassure a nervous Ms Brook before filming, she asked him: "And what do you do on the show?"
The pair admitted feeling "annoyed" that programme executives hadn't consulted them about Ms Brook's appointment.
"We had two questions: 'Why is there a fourth judge?' and 'Why is it Kelly Brook?' None of them could answer us," Mr Donnelly recounted.
They maintained that Mr Cowell had made the decision independently, without discussing it with anyone, and they fundamentally disagreed with the choice.