ITV Studios label Lifted Entertainment and US producer Nobody’s Hero are producing a new strategic reality quiz for ITV, hosted by Emily Atack and Danny Dyer and called Nobody’s Fool.
Nobody’s Fool, set to launch in 2026, is billed as “a reality event packed full of drama and deception where the fate of the contestants isn’t decided by how smart they are, but how smart their fellow contestants think they are.”
Ten contestants from across the UK will be selected to stay in a Smart House and compete in challenges to convince others that they are more intelligent than they may actually be. They’ll also take part in daily individual quizzes that will test different areas of intelligence in order to build a group prize pot.
The twist is that only the contestants themselves will know how well they have done – what information they choose to share with their competitors is down to them.
Across the series, the players must determine who is the weakest amongst them and eliminate them. The players must distinguish between a genuine asset and someone faking it in a bid to stay in the game.
Sue Murphy, Director of Factual Entertainment at ITV and Kate Teckman, Head of Development and Commissioning Editor at ITV said “Nobody’s Fool is an innovative reality/quiz crossover show that puts preconceptions, stereotypes and judgements to the test. Danny and Emily are the perfect pairing to host this game of surprise and prejudice.”
Richard Cowles, MD and Tom Gould, Director of Entertainment and Formats, Lifted Entertainment said “Nobody’s Fool takes a simple premise – How do you really determine how smart someone is? Trust your preconceptions and judgement or what they tell you? – and turns that into a high stakes reality game show with up to £100k up for grabs.’
Nobody’s Hero co-presidents and format creators Christopher Potts and Jonty Nash said “We’ve spent years trying to figure out which one of us is the least smart, so turning that daily argument into a big new format seemed like a good idea.”
Danny Dyer said “this is a blinder of a game show and unlike anything I’ve seen before. Emily and I had a brilliant time making it and much like the audience at home will be, we were kept guessing right until the very end.”
Emily Atack said “It’s so exciting to be part of something this new and fresh. The chance to work with Danny again was a no brainer for me. We had such a laugh. Can’t wait for everyone to watch, it’s an absolute must see.”
Nobody’s Fool has been commissioned by Sue Murphy and Kate Teckman. It is a co-production between Lifted Entertainment and Nobody’s Hero, which has an overall deal with ITV America. The Executive Producer is Mark Saben and Series Editor is Benjamin Cook.
The series will be internationally distributed by ITV Studios, and will air on ITV1, STV, ITVX and STV Player next year.
Pippa Considine
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