The television landscape is currently gripped by a case of double vision.

As Disney+ prepares to unleash the second installment of its record-breaking “bonkbuster” Rivals, ITV has unveiled the first trailer for its new high-stakes game show, Nobody’s Fool.

However, viewers haven’t been slow to notice that the new production feels suspiciously familiar.

Hosted by the electric duo of Emily Atack and Danny Dyer, Nobody’s Fool is already being cheekily dubbed a “Rivals rip-off” by fans.

The irony? Atack and Dyer are the actual stars of the Jilly Cooper adaptation, playing Sarah Stratton and Freddie Jones, respectively.

Now, ITV appears to be leaning heavily into that association, creating a meta-crossover that has the industry talking.

The Trailer That Set Social Media Ablaze

The marketing campaign for Nobody’s Fool isn’t exactly shying away from its inspiration.

In the newly released trailer, Atack and Dyer are seen sporting quintessential 1980s-inspired country attire, strikingly similar to the wardrobe worn on the set of Rivals.

Even the musical score accompanying the clip bears a rhythmic resemblance to the synth-heavy, nostalgic theme of the Disney+ hit.

The most provocative moment, however, involves a cheeky nod to one of the most talked-about television moments of the last year: Emily Atack’s “naked tennis” scene.

The Nobody’s Fool trailer features a challenge involving hundreds of tennis balls, a move fans have interpreted as a direct wink to her character Sarah Stratton’s scandalous court-side antics.

On Instagram, the reaction was instantaneous. “So it’s basically Freddie Jones running a reality TV competition,” one user quipped. Another added, “I didn’t realize Sarah Stratton had landed a gig at ITV.”

Inside the Mansion: “Nobody’s Fool” Format

While the aesthetics scream 1980s power-struggle drama, the actual mechanics of Nobody’s Fool are firmly rooted in the reality-competition genre.

Ten contestants are sequestered in a lavish country estate—Knowlton Court in Kent—where they must navigate a web of tasks and psychological tests over several days.

The choice of location is no coincidence. Knowlton Court, a stunning 16th-century mansion, bears a remarkable resemblance to Ammerdown House in Somerset, the primary filming location for Rivals.

By placing Dyer and Atack in a similar architectural backdrop, ITV has blurred the lines between scripted drama and unscripted entertainment.

The premise of the show revolves around deception and intuition. Contestants must determine who among them is “the fool” while completing physical and mental challenges.

It’s a format that thrives on the very same charisma and “lad-about-town” energy that Danny Dyer has brought to his portrayal of Freddie Jones.

The Battle for May Ratings

The timing of this release is a masterclass in strategic—or perhaps predatory—scheduling. Nobody’s Fool is slated to debut just days after the global premiere of Rivals Series 2 on May 15, 2026.

With Rivals currently holding the crown as one of the most-watched streaming series in the UK, ITV is clearly hoping to capture the “halo effect” of the show’s popularity. By using the same lead actors and a similar aesthetic, they are targeting the exact demographic currently obsessed with Jilly Cooper’s Rutshire Chronicles.

The Future of the “Rivals” Universe

Industry insiders have confirmed that the Rivals phenomenon is far from over. Despite the second series only just hitting screens, a third series is already in active development.

Producers are expected to officially greenlight the next chapter within the week, with filming potentially beginning as early as late 2026 for a 2027 release.

This puts ITV in a peculiar position. If Nobody’s Fool proves to be a hit, the broadcaster could find itself in a long-term cycle of producing “companion” content every time a new season of the Disney+ drama drops.

A Real-Life Editor’s Take

From an editorial perspective, what ITV is doing is a bold, albeit risky, branding exercise.

In an era where “appointment to view” television is increasingly rare, piggybacking on the cultural zeitgeist of a rival streamer’s hit is a savvy way to ensure immediate name recognition.

Whether Nobody’s Fool stands on its own merits as a compelling game show remains to be seen. However, with the chemistry of Dyer and Atack at the helm and a production design that looks like it stepped straight out of a Jilly Cooper novel, ITV has ensured one thing: people will be watching, if only to see how far the “homage” goes.