In December 2006, Willis won the sixth series of the ITV reality series I'm a Celebrity...Get Me Out of Here!, and later went on to co-present the ITV2 spin-off show with his wife Emma in 2007 and 2008. In 2014, Willis played the role of Garth Stubbs in the revived ITV sitcom Birds of a Feather and Luke Riley in the BBC One soap opera EastEnders.