I’m A Celebrity’s latest twist — the brutal Rivals format — has already shaken the jungle to its core, but no moment has hit viewers harder than seeing Martin Kemp, 64, quietly battling the harsh conditions of Doomsville.

What began as a fun competitive shake-up has quickly become, for some campmates, a test of physical endurance. And fans think one person is suffering more than he should.

 Doomsville: Where Comfort Goes to Die

While Win City is dripping in purple luxury — plush bedding, soft towels, a gleaming retro phone box — its shadow twin Doomsville is something else entirely.
Cold.
Bare.
Unforgiving.

Beds?
Not really.
Just a couple of rock-hard bunks and the rest… thin groundsheets spread across the ground.

And that’s exactly where Martin found himself.

 “My hips… yeah.”

As dawn crept over the dismal grey camp, cameras caught Martin sitting on the floor, trying to lace his shoes while shifting uncomfortably.

Asked by Tom Read Wilson how he’d slept, Martin replied with a grim smile:
“I’m a bit sore. My hips, yeah.”

Later, in the Bush Telegraph, he admitted:
“Sleeping on the floor just hurts you physically… your hips are out of place, your knees hurt. I’m going to be trying my hardest to get out of this place.”

Meanwhile, younger campmates Kelly Brook and Shona McGarty managed to secure the bunk — not that it looked much softer

 Viewers Demand Better

The moment aired, and social media erupted.

Fans were furious — not at the rules, but at the idea of Martin Kemp, the eldest in the camp, lying on a jungle floor with nothing but a thin sheet beneath him.

Comments poured in:

• “Why is poor Martin on the floor? He should have a bunk at least.”

• “Martin having to sleep on the forest floor… feel so bad for him.”

• “Why have they let him sleep on the floor when it’s obviously painful at his age?”

Some questioned the fairness, while others insisted the campmates should have stepped in and swapped places.

 The Rivalry Continues… but at What Cost?

With the Rivals twist intensifying, Doomsville seems set to get even tougher for those stuck there. And unless Martin wins his way back into Win City, viewers fear the conditions may start taking a real toll.

For now, one thing is clear:
Doomsville may be part of the game — but seeing Martin Kemp in pain is the one storyline fans aren’t finding entertaining.