About Nobody's Fool

2026 will see ITV1 and ITVX launch a brand new strategic reality quiz as Emily Atack and Danny Dyer host a compelling new game show called Nobody’s Fool. 

A co-production between ITV Studios label Lifted Entertainment and U.S.-based prodco Nobody’s Hero, Nobody’s Fool is a unique 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 unique and mischievous ‘Smart House’, taking on a reality contest like no other. 

Rivals favourites Danny and Emily will preside over the action as the contestants must 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.

In a surprising twist however, 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.

 As each of the contestants sets out to prove their worth and value to the rest of the group, can the players suss out who is a genuine asset and who is simply faking in a bid to stay in the game?

 The show aims to exploit preconceived notions about intelligence, playing on stereotypes and snap judgments to create a cast of characters who will keep viewers guessing.

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