On paper, it looked like a good deal: A fortnight in the jungle, all expenses paid, and a fat cheque too.
Pete was tempted, the TV show had a well-documented history of reviving the careers of has-beens and never-weres. All he had to do was belittle himself in front of millions of TV viewers.
With a heavy heart, he contacted his agent. "I can't do it," he said. He was well aware that his reputation would be tarnished forever by his association with the contestants.
Pete the cockroach knew 'I'm a Celebrity - Get me out of Here!' was not for him.