Mr Vegas details ‘admaxxing’ Big Brother campaign

Marco Trucco , Chief Marketing Officer of Immense Group , believes it is ‘admaxxing’ its Mr Vegas collaboration with the reality TV show Big Brother UK , as its creative advertising campaigns are not being held back by boardroom executives. Mr Vegas renewed its partnership with Big Brother back in September, building off a strong 2025 campaign that saw the brand gain significant audience recognition, including memes, Reddit threads and even outrage.