OLLY'S GRUEL TO BE KIND KICK-OFF

WHEN a celebrity wants to do something special for charity these days, it seems they have to put themselves through hell.

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STILL GOING: Olly Murs yesterday

Usually days of it. It's as if we'll only cough up if we've seen a famous person suffer. Anything less? Nah, forget it.

Is it David Walliams' fault, I wonder, for swimming the Channel for Sport Relief in 2006 and raising £1million? Is that what really raised the ante? Since then, these celebrity challenges seem to have become more and more gruelling. It's as if they're trying to out-gruel one another.