I’m A celebrity star, David Van Day has admitted that he went into the jungle with a plan and compared himself to X factor judge, Simon Cowell.

Van Day told The Mirror:

“I directed it all in my head – I plotted it like a Shakespearean character. I’m in the same mould as Simon Cowell, who everyone thinks is Mr Nasty.

“I am like a bite of Marmite… sometimes I leave a bitter taste, sometimes people lap me up. If I’m trodden on, I can be as venomous as any poisonous snake in the jungle.”