Since television's latest Big Brother fever began, Pete Millikin has been unable to go anywhere without being app-roached.
Passers-by have stopped in their tracks and gawped and others have bellowed at him: "All right Jonny! Have you been evicted?"
Some have asked for autographs.
People are startled by his resemblance to Jonny, a contestant in the Channel 4 reality show Big Brother.
Pete may live in Worthing but this has not stopped hordes of people approaching him as Jonny survives another week in the house.
Now Pete has even taken to walking about with a bodyguard - his mate Brendan.
Pete said: "I was in a club the other night and someone wanted an autograph but Brendan put his arm out and said, 'not tonight'.
"I didn't know what people were talking about because I didn't watch Big Brother. But I looked on the official web site and saw his picture. It was scary. I really thought someone was playing a joke and had put a photo of me on the site."
Shocked by the similarity, he even approached his parents to see if either of them had a secret love child.
Jonny looks more like Pete than his own two brothers Daniel, 27, and Robert, 34.
Pete, who admitted he would find being on Big Brother rather daunting, said: "I've never see anyone who looks so similar to me. My parents have assured me they didn't have a love child but I'm not convinced.
"It is not a matter of me looking like him, he looks like me. I came first because he is 29 and I'm 33."
That is not where the similarities end. The pair may come from different parts of England (Jonny is a fireman from Co. Durham) but Pete, who works for a web site, said: "He dresses just like me, moves like me and we are both into music.
"I have watched him on the show and he even larks around like I do.
"I would love to meet Jonny at the Big Brother gate with his family and friends. That would freak him out. I really hope he wins.
"Whatever happens, I think I may have found a long-lost brother!"
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