When Molly-Mae Hague won a National Television Award for her documentary Behind It All on Wednesday night, no one was more shocked to scoop the gong than the former Love Island star herself.
After all, the six-part series, which followed the influencer as she navigated her ‘break-up’ from boxer Tommy Fury and became a single mother to two-year-old Bambi, had beaten films featuring English rugby league star Rob Burrow’s struggle with motor neurone disease, Strictly pro-dancer Amy Dowden’s breast cancer battle and Top Gear presenter Freddie Flintoff’s recovery from a near-fatal car crash.
Viewers watching the NTAs at home, along with the teams involved in making the other films, were – perhaps understandably – baffled. And the surprise win got others in the industry wondering (tongue firmly in cheek) if they should plan their own break-up documentaries to win an award.
Because as those who have followed Molly-Mae’s story will know – and there are an astonishing 8.5million of them on her Instagram page, alone – there have been questions over how ‘honest’ and ‘raw’ the Amazon Prime show actually was.
Tommy Fury and Molly-Mae Hague met on Love Island in 2019, and have since had a child, Bambi, together
The show’s hook was a promise to grant fans a look behind the scenes of Molly-Mae and Tommy Fury’s split, which was dubbed Gen Z’s version of the divorce between the then Prince Charles and Princess Diana. It was claimed that Tommy’s alcohol addiction was behind their decision to call time on the relationship, which began when the pair met on ITV’s Love Island in 2019.
Doubts about the truth of it all emerged when a video was released online showing Molly-Mae kissing the boxer at a New Year’s Eve party while filming.
Following much speculation, the couple are now officially back together.
There were accusations that the break-up was little more than a PR wheeze for the documentary, which was also designed to help promote the launch of Molly-Mae’s fashion brand Maebe. She denied the claims, insisting her relationship was ‘very, very real’. ‘I wish it was a publicity stunt,’ she added, ‘because it would be a lot easier.’
Still, when BBC Radio 5 presenter Nicky Campbell announced the winner of the Authored Documentary category earlier this week, which was voted for by the British public, he could perhaps be forgiven for flinching.
Stunned, the influencer stood on stage, the production team behind her, and – to her credit – was quick to dedicate the award to Burrow, who died last year.
Clutching the gong in a silk custom Laura Carmel dress, she said: ‘And finally, to Lindsey, Rob Burrow’s wife, and his children. His story was more inspirational than mine could ever be and I think it was just incredible and it touched me in more ways than I can explain. So this one’s for you, Rob, and the other inspirational people who are in this category.’
With little irony, she also thanked Tommy, who was watching at home.
‘I couldn’t have done this without you,’ she beamed.
And that part is certainly true.
Molly-Mae poses with her Authored Doc Award, which has been the subject of controversy
Speaking after the NTAs on ITV’s Lorraine, Vogue Williams joked about orchestrating her own break-up to gain an award
Speaking after the NTAs on ITV’s Lorraine, Vogue Williams joked about orchestrating a break-up of her own with husband Spencer Matthews to gain an award
As an insider told me: ‘A lot of people in the industry are really angry about the win but it’s only because it’s shone a light on what the British people want, and they [TV producers] have to play catch up.
‘On the face of it, it’s shocking that Molly-Mae’s show won. But it’s also not surprising – she has millions of social media followers who voted for her.
‘It says more about the public than Molly-Mae – these are the next generation of television viewers, and this is what they want.
‘They don’t care that what they are watching might not be completely true. They are the reality TV generation – they want more drama and more relationship turmoil.
‘Public figures are going to have to do more drastic things in their personal lives to get the attention they desire.’
The outcome of the category certainly struck a chord with Irish presenter Vogue Williams. Sitting on Lorraine Kelly’s sofa for a live debrief following the awards ceremony, she said what many were thinking.
‘I think… well, first of all, I’m going to plan a break-up because then I’m going to win an NTA myself,’ she said.
The clip of Vogue’s comments went viral.
But whether Molly-Mae orchestrated the split, or whether she was simply canny enough to capitalise on her relationship problems, no one can deny she has found a winning formula.
So was Vogue – who, of course, is also in a high-profile relationship, married to Made In Chelsea star Spencer Matthews – joking, or might there be an ounce of truth in her words? My sources tell me there have, in fact, been some shifts to the way Vogue and Spencer run their successful business enterprises of late.
For years, they shared the same management team and engaged in joint ventures, such as their podcast, Spencer & Vogue. But he stepped down as co-host in January, and last month it was revealed that Vogue has switched her management team to YMU.
The insider explained: ‘It’s common for media personalities co-ordinating a strategic move – an orchestrated break-up, for example – to distance themselves from their partner so it doesn’t appear to have been pushed by one company for capital gain.
‘Though this is not a sinister move from them, it wouldn’t be a surprise if there are plans being laid out either.’
Vogue, who has three children with Spencer, has built up her own empire as the face of detergent brand Fairy, has several ITV presenting gigs and is host to two successful podcasts.
But in the world of showbusiness, a publicity boost is never unwelcome – however that might be achieved.
It remains to be seen who will successfully take the trophy at next year’s NTAs. But the lesson this year has taught us is that it might be worth taking the winning subject matter with a hefty pinch of salt.
