I'M A Celebrity viewers are convinced Naughty Boy has never seen the show after failing to notice the large red phone box in the camp.
As the iconic piece of camp furniture rang out, Naughty Boy appeared to have no idea where the noise was coming from.
The box famously rings when contestants out on a castle coin challenge trade in their loot for a treat.
They then ask their campmates a question, and if they answer correctly the snack gets brought back to camp.
Viewers were frustrated by his confusion, with one writing on Twitter: "'What phone' have you never watched this show before Naughty Boy."
Another said: "I’m watching I’m a Celeb I can’t believe Naughty Boy heard the phone ring and said what phone and there’s a telephone box in there. Did he think that was just an ornament."
A third posted: "Actually can't stand Naughty Boy!! #ImACeleb what a phone?? Like have you never seen I'm a Celeb before."
Naughty Boy has struggled with his new surroundings in the opening days of the series.
He previously called his co-stars "fake" and refused to speak to them after they picked him to go up against Snoochie Shy in a challenge.
Snoochie was voted to do the Treacherous Traps trial and they had to pick who she should go up against.
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They decided that Naughty Boy was a good option for them.
But the rapper wasn't happy with their decision, and it was made ten time worse when he didn't win.
Naughty Boy got back to camp and told his fellow campers that he can't continue because he doesn't want to integrate with the other team – made up of Snoochie, Frankie Bridge, Kadeena Cox, Louise Michin and Matty Lee.
He told Richard, Arlene and Danny: "This isn’t a random big decision. I’ve tried my best both times today.
"I just can’t go from here into that Main Camp. I can’t fake that. I’m sorry.
"One thing I’ll tell you before you guys go into the Main Camp, as much as they say they love us, they love you, there is no love. When you guys go to the Main Camp, they’re the reason why I left."
After sensationally threatening to quit the ITV show, many fans compared the rapper's behaviour to former Towie star Gemma Collins.
The Essex diva took part in the show back in 2014, but quit after just 72 hours in the Australian jungle.
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