Emperor Noel Edmonds assigned his gladiators chores as he finally arrived in the I'm A Celebrity… Get Me Out Of Here! camp - but tensions flared when a passing comment irked John Barrowman.
A surprise awaited the campmates at the Bushtucker Trial clearing yesterday when they met Noel, who emerged as their new Emperor.
Hosts Dec Donnelly and Holly Willoughby announced that they'd all be his gladiators, completing challenges and performing camp duties.
However, celebs can escape a life of servitude if they gain access to the Emperor's Inner Circle.
With the Inner Circle's dinner in the bag, Noel led the group back to camp and finally got his first taste of his new jungle home.
While the celebs had been away, bosses had installed a new Roman Palace, where the Emperor and his Advisor get to sleep in maximum comfort.
Sitting by the campfire in his new throne, Noel read out instructions, saying: "No one else is allowed to sleep in the palace. The Emperor’s throne is only to be used by the Emperor.
"When the bell tolls the Emperor and his advisor must enter the Palace to attend to Imperial business."
The Deal or No Deal host didn't seem terribly impressed by his new surroundings, remarking: "I so much want to change everything here, just get this sorted. I mean, it’s a mess isn’t it?"
When Sair asked what was wrong, he joked: "Re-organise the trees, they’re all in the wrong order!"
Meanwhile, football legend Harry told the Bush Telegraph how he'd approach his role as 'Assistant Emperor'.
"When you’re a manager or coach you always have the tough guy and the nice guy," he said. "This is how we do it in football, and I think we’re going to have to work that way here too."
Soon it came time for Noel and Harry to allocate roles to their gladiators. As members of the Inner Circle, Fleur and Sair are exempt from chores.
Emily Atack and Nick Knowles became the chefs, while John and Rita Simons were put in charge of the fire.
That left Anne Hegerty, Malique Thompson-Dwyer and James McVey on maintenance duties.
It wasn't long before Noel's position of power began to rub the other campers up the wrong way.
As John stood to ask a question, Noel asked him not to scratch his groin when speaking to the Emperor.
John insisted he only scratched his waist and took issue with the remark, venting his frustrations in the Bush Telegraph.
"I wasn't f***ing grabbing my crotch," the Torchwood star grumbled.
"I know he was trying to make a joke but it didn’t land well with me.
"I’m probably being overly sensitive and it’s at this exact time that my husband would say I need a sandwich. It’s not his fault and I’m an adult, I know that,.
"It was just that moment and some of us are feeling, 'arghhh'."
I'm A Celebrity airs nightly at 9.00pm on ITV, followed by Extra Camp on ITV2.