Running out of Secret Millionaires?

Secret Millionaire

(Channel 4)

This is a show that must be on borrowed time, given the fact that those "surprised" by the Secret Millionaire must have an inkling not everything is as it seems.

The concept of this show is solid, but given the opening episode marked the start of its ninth series it is starting to wear a little thin.

So last night, we had 40-year-old celebrity hairdresser Adee Phelan, a swear-a-lot man with head-to-toe tattoos who shot to fame after giving David Beckham his iconic World Cup Mohican.

A decade on, and Adee has his own international product range, an exclusive salon in Covent Garden complete with A-list clientele, and another multi-million-pound project underway.

But, as always on this show, there is a back story. Adee has not always lived this millionaire lifestyle. Being raised by a disciplinarian father, Adee left home and school early and so his life descended into a familiar spiral of drink, drugs, gambling and severe depression.

Last night was his turn to "give something back" – to help others less fortunate than himself.

So, he disguises himself as James McCarthy, an everyday hairdresser taking part in a new television series about 'pop-up' shops.

Adee's temporary salon is set up in the heart of one of the most deprived areas in the UK, Brooklands in Jaywick, only an hour and a half out of London.

Brooklands was built in the 1920s as affordable holiday homes for Londoners wanting a slice of paradise by the coast.

Nearly a century later, the tourists have stopped coming and the area is forgotten and the small chalets that were once a seaside retreat are now permanent homes for thousands of residents, many of whom live off benefits, drink lager and own big dogs.

Last night's show followed the familiar route. Adee waves goodbye to his life of luxury – illustrated by him gawping at women in Stringfellows – and finds himself in a very different community.

He meets some people genuinely doing some wonderfully selfless work to help others and doshes the cash, revealing at the show's finale that he is not actually James McCarthy, a down-on-his-luck hairdresser, but actually a millionaire with riches they can only imagine in their wildest dreams.

It's easy to be cynical, of course, but you do suspect that the people who agree to go on this show could just as easily source their information privately and make their donation without a blaze of publicity.

The fact is Adee is a millionaire who relies on image for his career. It is good for him to portray himself as a giving guy.

The recipients last night, with £50,000 each, were Open Road, a charity that helps people with drink and drug problems, and Inclusion Ventures, a group that helps vulnerable youngsters. He also gave an undisclosed sum to the St Helena Hospice's day centre in Jackson Road, Clacton.

There were plenty of tears and hugs as the programme reached its familiar climax. And those receiving the money appeared to be surprised - perhaps they had not seen the previous eight series of the show.

But somehow, as the credits rolled, there was a sense of uneasiness rather than satisfaction of good deeds done.

Yes, money had changed hands. Some good will come out of the benevolence on display.

But the biggest winner from the Secret Millionaire will be Adee himself. A week of incovenience and a few grand out of his bank balance – but great PR as he returns to quaffing the hair of celebrity clients including Liza Minnelli and Kerry Katona.

For Adee, it was very much job done.

By Mark Drew