Heart skips beat for Soccer Aid

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

- By MIKE WARD, television critic

STILL SMILING: Olly completed a tough challenge for charity

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.