This Morning viewers were left less than impressed with reality star-turned-presenter Sam Thompson after his Easter-themed segment aired on the ITV show today (Friday, April 18).

Broadcasting live from the aptly named village of Bunny, Nottinghamshire, the I’m A Celebrity winner arrived in a bright yellow vintage car to kick off his assignment for the day.

Sam Thompson presented an Easter segment in the village of Bunny (Credit: ITV)
Sam Thompson attempts world record on This Morning

Dressed in a grey shirt, black trousers, and a smart coat, Sam jumped headfirst into the Easter festivities.

He kicked things off by overseeing a local egg hunt. This led to a rather unique challenge: breaking the Guinness World Record for the most bunny ears placed on people’s heads in one minute.

“You are going to have to stand in the same position throughout the attempt as people file past you,” the Guinness World Record adjudicator explained.

“You’ve got to take the bunny ears one at a time and place them on the people’s heads correctly. Which means behind the ears and the ears facing forward.”

Undeterred, Sam declared confidently: “We’ve got this, come on. This is it.”

After successfully placing 32 pairs of bunny ears, Sam was ecstatic.

“I smashed that. I feel like I nailed that,” he beamed. “Oh my God… I’m terrified!”

Moments later, the official confirmed he had indeed broken the record – much to Sam’s delight. But while the TV personality was celebrating, viewers at home had a different reaction.

Fans didn’t react to the segment well (Credit: ITV)
Viewers react

Social media lit up with criticism over both the segment and Sam’s hosting style. Many slammed the show for giving airtime to what they called “nonsense.”

“He gets paid for that! #ThisMorning,” one user fumed on Twitter.

“Creating jobs for idiots #ThisMorning,” another wrote bluntly.

“Oh god, not this bloke again,” a third viewer complained. “Man wins that jungle show munching kangaroo testicles and all of a sudden he gets a This Morning job. How? Get him off the screen! #ThisMorning.”

“Sam Thompson the attention seeker. When is this show being dropped? What utter garbage! #ThisMorning.” Another added.

Others accused the show of inventing pointless segments.

“#ThisMorning It’s not a major world record. It’s one that has been invented for the show and hyperactive Sam.”

Another viewer was even more direct. “Sam ‘I’ve got ADHD if you didn’t know’ Thompson!!!!!!! Time to mute for 15 minutes #ThisMorning.”

Elsewhere on Friday’s episode, Dermot O’Leary and Alison Hammond interviewed a man who claimed that plants could sing.

Sam Thompson, the reality TV star best known for his appearances on Made in Chelsea and as the winner of I’m a Celebrity… Get Me Out of Here!, found himself at the center of a social media storm following his appearance on This Morning. During the show, he attempted—and successfully broke—a quirky world record live on air. However, not all viewers were impressed, with many taking to social media to label him an “attention seeker” and question the segment’s relevance.

The stunt, which involved Thompson stacking the most jelly cubes in a pyramid in under a minute, was orchestrated as a lighthearted moment on the daytime show. Hosts Craig Doyle and Josie Gibson cheered him on, adding to the fun atmosphere that This Morning often aims for in its more playful segments. Sam himself approached the task with his usual over-the-top enthusiasm, grinning and laughing through the attempt, clearly enjoying the spotlight.

When he completed the challenge and a representative from Guinness World Records confirmed that he had indeed broken the record, Sam jumped in celebration, hugging the presenters and thanking the audience. His excitement was palpable, and in that moment, he appeared to be genuinely thrilled by his achievement.

However, the response from viewers at home was a mixed bag. While some fans praised his energy and called the segment harmless fun, others were far more critical. Many took to X (formerly Twitter) to share their thoughts, with some accusing the show of “scraping the barrel” for content, and others suggesting that Thompson’s antics were “embarrassing” and “cringe-worthy.”

One viewer wrote, “Is this what This Morning has come to? A grown man stacking jelly cubes on TV? Sam Thompson needs to calm down.” Another added, “I usually love a bit of silliness, but this was just too much. Sam Thompson is such an attention seeker. It’s exhausting.”

Despite the criticism, Thompson remained unfazed. After the show, he posted a behind-the-scenes video on Instagram with the caption, “Officially a world record holder! Who says messing around doesn’t pay off? 😂 Huge thanks to @thismorning for letting me live out this very odd dream!” His fans flooded the comments with congratulatory messages, defending him from online backlash and applauding his carefree spirit.

Supporters of Sam argue that his joyful personality is exactly what makes him appealing. They say that in a world filled with doom and gloom, moments of silliness should be embraced rather than ridiculed. “Let the man stack jelly!” one fan tweeted. “He’s having fun and spreading good vibes. Why’s everyone so bitter?”

The controversy also sparked a wider conversation about the role of light entertainment in daytime TV. This Morning has long been a mix of hard news, celebrity gossip, and lifestyle features. While some viewers tune in for its more serious content, others appreciate its unpredictable, often goofy tone. Sam’s segment was a clear attempt to inject humor and whimsy into the show, but it’s evident that not everyone felt it landed.

Media experts weighed in on the reaction, suggesting that Thompson is simply a polarizing figure. “Sam Thompson represents a new generation of reality TV stars who are unapologetically loud, energetic, and often self-deprecating,” said one entertainment commentator. “That kind of personality doesn’t appeal to everyone, and when you pair it with something perceived as trivial—like a world record for jelly stacking—it’s bound to draw criticism.”

Thompson himself has never been shy about his desire to entertain. He has built a career on being animated, sometimes over-the-top, and almost always willing to laugh at himself. Whether on social media, in interviews, or on reality shows, he plays the part of the lovable goofball with unrelenting commitment.

Some observers argue that the criticism of Thompson is more about people’s changing expectations for public figures than anything he did wrong. With increasing scrutiny on how celebrities behave and present themselves, especially on live TV, there’s a growing divide between those who value polished, restrained personalities and those who favor authenticity and spontaneity—even if it’s messy.

It’s also worth noting that This Morning has faced its own set of controversies and transformations over the past few years. With changes in hosting lineups and ongoing debates about the show’s direction, viewer expectations have been shifting. In that context, a silly segment featuring a reality star breaking a jelly-stacking world record may have felt especially jarring or out of step for some viewers.

Nevertheless, the record-breaking moment did exactly what producers likely hoped it would: generate buzz. Whether positive or negative, people were talking about the show—and about Sam Thompson. In the media world, that often counts as a win.

While it remains to be seen whether This Morning will continue to feature similar stunts, it’s unlikely that Sam Thompson will change his ways. He’s built a brand on being fun-loving and unfiltered, and for better or worse, he continues to capture public attention in ways that few others from the reality TV sphere manage to do.

For some, the moment was an annoying blip. For others, it was a welcome slice of silliness in the middle of their morning routine. And for Sam Thompson? It was just another day of doing what he does best—being himself, unapologetically.

Regardless of whether you found it cringe or charming, the record-breaking segment serves as a reminder that in the world of live television, not every moment is going to please everyone. But sometimes, that’s exactly the point.