Shane Richie says Daz adverts hurt his career despite £500K pay packet

Amy Johnson
Shane Richie attends The Olivier Awards with Mastercard at the Royal Albert Hall on April 07, 2019 in London, England. (Photo by Jeff Spicer/Jeff Spicer/Getty Images)
Shane Richie attends The Olivier Awards with Mastercard at the Royal Albert Hall on April 07, 2019 in London, England. (Photo by Jeff Spicer/Jeff Spicer/Getty Images)

Shane Richie has shared that being the face of the Daz adverts in the 90s had an adverse affect on his career.

The entertainer told his fellow I'm A Celebrity campmates in Saturday's show that despite earning £500,000 for just 21 days over two years, it put a stop to other job offers.

"Never say no to a job, just price yourself out of it. With Daz I didn’t want to do it so I said it would be £500,000 for 21 days work over two years, they’re never going to pay that… but they did," the 56-year-old disclosed.

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"It killed my career. I was Mr Saturday Night, Grease, the jobs were coming in as an actor, even dramas for the BBC. I did the job and my career, it stopped overnight. No one was calling as you become a TV personality," he added.

Watch: 1995 Daz automatic advert featuring Shane Richie

Richie went on to say how he had even heard a casting director slamming his adverts before he auditioned for a film.

"I remember turning up for a film gig and I remember being on the other side of the door with a script in my hand," he explained. "They were looking for name and a Londoner and then I heard them go 'there’s that prat from the Daz advert'."

Richie had replaced radio DJ Danny Baker on the ads, which saw him knock on homes to get the occupiers to take part in the 'Daz Doorstep Challenge' by putting the product to test against a rival detergent brand.

English actor, singer and television presenter Shane Richie posed in September 1995. (Photo by Larry Ellis Collection/Getty Images)
English actor, singer and television presenter Shane Richie posed in September 1995. (Photo by Larry Ellis Collection/Getty Images)

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Luckily for the father-of-five he went on to re-establish himself as a TV star with the role of Alfie Moon on EastEnders, joining the BBC soap in 2002.

The actor had been close to bankruptcy before landing the part after investing £700,000 of his money into the film Shoreditch which flopped upon its release.

Watch: Tension rises between Shane Richie and AJ Pritchard on I’m a Celebrity

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