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.
Trucco delved into Mr Vegas’ partnership with Big Brother in the UK, revealing insights into its memorable ‘Woah Mr Vegas!’ campaign and how its advert has combined with the drama of the show to achieve significant success.
He noted that the ad is a cutdown of its successful TV campaign from the past two years, adapted as a sponsorship ident. Utilising a sonic mnemonic, the campaign turns ‘Viva Las Vegas’ into ‘Viva Mr Vegas’, before morphing it into something a bit like the ‘Macarena’ tune, producing a result which is ‘probably somewhere in between, which is why it’s catchy’.
Trucco said: “The concept of the ad is simple: when Mr Vegas appears with his magic “Uhh!” belt, the ordinary goes out of the door.”
The campaign has since gone viral, being recreated and shared by Big Brother’s audience. Trucco believes one of the reasons why the advert was even able to reach TV screens in the first place is the approval process Mr Vegas has in place.
“Most great ads die in boardrooms. Our campaign is just as bonkers as the creatives who designed it. Can we say it was about “admaxxing” or is that too cringe?”
Marco Trucco, Chief Marketing Officer of Immense Group
“It’s true that you can’t plan for something to go viral. At Immense, I have a rare luxury as a CMO: I don’t have to go through the typical corporate process of board brainstorms, research and focus groups, brand committees and compromises to approve a campaign. Apart from compliance, it’s our CEO and I that reviews a campaign before it goes live.
“Most great ads die in boardrooms. Our campaign is just as bonkers as the creatives who designed it. Can we say it was about “admaxxing” or is that too cringe?”
Trucco also explained what the audience participation means for Mr Vegas, the opinions shared on the jingle, as well as the importance of Big Brother’s popularity in amplifying the operator’s advertising campaign.