You might have heard that there's a brand new reality show format on Netflix, and it goes by the name of Celebrity Bear Hunt.
It was only released on Wednesday (February 5) and it's already sitting pretty in the number one spot of the UK's top TV shows. But if you're wondering what it's all about, it's a hard one to describe – because the show doesn't quite seem to even know itself.
There have been inevitable parallels drawn with ITV's long-standing show I'm a Celebrity – but aside from the titular "celebrity" element, and the general wilderness backdrop, there really isn't much to compare here.
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In fact, we'd argue that Celebrity Bear Hunt is missing the exact magic that can make I'm a Celebrity so special. Sure, there have been wobbles across the seasons, and some of the years have fallen shorter than others.
But for the most part, the Ant and Dec-fronted show sees a camaraderie among the campmates in the Australian jungle that invites audiences in and makes them feel part of it.
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I'm a Celeb has brought us celebrity as we don't usually get to see it (although that's become less true as social media grows and grows), with stars taken out of their comfort zones, stripped from their luxuries, and showing vulnerability.
The I'm a Celeb environment often creates a safe space for them to open up with each other, on a human level, about things more personal to them.
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Celebrity Bear Hunt doesn't seem to evoke this same feel; whether that's a reflection of the production, the format or the batch of celebs chosen for its debut season.
There are compelling and watchable personalities, there's no doubt. Joe Thomas is relatably anxious ("the [only] survival I've had to do is survive a stressful meeting"), Big Zuu is endlessly endearing ("I'm not a deer-y man"), Laurence Llewelyn-Bowen brings some attention-grabbing one-liners and Mel B is as wonderfully straight-talking as you'd expect.
Naturally, there are moments of tension and conflict, an inevitability of big personalities navigating close living quarters. But as a group conversing, we never really get to see them dig much deeper than surface level and there's barely enough time for them to open up and truly bond before one or other of them are sent packing.
What's more, the basic element of the I'm a Celebrity camp gets everyone pulling on their strengths for the good of the team. In Bear Hunt, it's more glamping than camping – think 'everyone for themselves' rather than 'we're all in this together'.
Another signature of I'm a Celebrity is, of course, the "live" element – something Netflix, aside from the odd reunion show, hasn't yet harnessed as part of its reality slate.
In the ITV show viewers get a kick out of choosing which star they want to see face a trial, and when the audience collectively decides it's going to repeatedly nominate the same person it becomes a huge part of the show's narrative.
It's this, quite often, which helps to inform who will win the affection of the voting public and come out on top as the winner, showered in confetti before they finally get to have a hot bubble bath.
With Celebrity Bear Hunt, everything pretty much just relies on Bear Grylls.
Much of this game centres on whether or not he will be able to "catch" the celebrities during a task. Then there's the fear-inducing 'Bear Pit' (which as one contestant notes, looks like something out of Jurassic Park), and ultimately it's Grylls who decides (in the final episode, no spoilers!) who is the most deserving winner.
In case the show title didn't give the game away, the former SAS Trooper and survival expert is all over this show. "You are completely at his mercy," Holly Willoughby tells the contestants.
To build an entire format around one person is always going to be a gamble, and the question of whether or not it works is really a subjective one.
There are times when this approach has struck gold, but whether that's what has happened with Celebrity Bear Hunt remains to be seen.
Celebrity Bear Hunt is available on Netflix now.
TV Editor, Digital Spy Laura has been watching television for over 30 years and professionally writing about entertainment for almost 10 of those. Previously at LOOK and now heading up the TV desk at the UK's biggest TV and movies site Digital Spy, Laura has helped steer conversations around some of the most popular shows on the box. Laura has appeared on Channel 5 News and radio to talk viewing habits and TV recommendations. As well as putting her nerd-level Buffy knowledge to good use during an IRL meet with Sarah Michelle Gellar, Laura also once had afternoon tea with One Direction, has sat around the fire pit of the Love Island villa, spoken to Sir David Attenborough about the world's oceans and even interviewed Rylan from inside the Big Brother house (housemate status, forever pending).
