Emu as in Rod Hull (I AM HIM!). As in, a previous show where celebs were basically invited on to be made fools of, and if you got involved at all the best you could do was try to handle it with good grace.

Going on Big Brother, at least from the second series on, was as far as I'm concerned the moral equivalent of painting a big target on your backside. Nobody who did that is ever going to get any sympathy from me if the publicity turns sour.