IT'S been an eventful three weeks - full of tears, tantrums and, in Mickey Rourke's case, a hefty dose of testosterone.
But tonight, one celebrity will finally be crowned Celebrity Big Brother winner 2025, paving the way for a big career boost and lots more opportunities to come.
But while only one person can walk away with the top prize, it's fair to say that there have been some winners and losers along the way.
After all, for a celebrity - in any phase of their career - entering the Big Brother house is a big gamble.
On the one hand, you can potentially reclaim some of your faded star power and win over new fans.
But on the other hand, make one false move, and you could be sounding the death knell for the career you've worked so hard for - and also compromising your big fee in the process.
With so much on the line, brand and culture expert Nick Ede weighs in on which celeb housemates have played their cards right, and are now set to make a big killing on the outside…and which have fallen short.
The winners
JoJo Siwa
Be honest - unless you were born after 2005, you probably didn’t know who JoJo Siwa was. The 21-year-old has a loyal, but very young, fanbase in the US, and her fame is mostly limited to TikTok.
But that’s the beauty of CBB - it provides a level playing field (or house of fun-slash-horrors) for household names and relative nobodies alike. Then, it lets the true stars shine through… just by being themselves.
That’s what happened in the case of JoJo, who first found fame in the US as an 11-year-old on the reality series Dance Moms.
Despite being the youngest in the group, JoJo has emerged as one of the most level-headed among them - and was praised by fans for her "kindness and maturity" in the face of Mickey Rourke's vile behaviour.
Watch the moment Celebrity Big Brother's JoJo Siwa says she's no longer a lesbian as she clarifies her sexuality
She’s even found the time for her own introspection, bravely telling Big Brother - and the world - that she was struggling with her gender identity.
Yes, she has the energy of a Duracell bunny (which can probably be tiring to her fellow housemates). Yes, she and Chris can be a little cliquey with their BFF shtick.
But JoJo has been a class act from beginning to end and if you didn’t know who she was three weeks ago, you certainly do now.
According to Nick, this experience has given JoJo the chance to “transition from a child star who literally annoyed every single parent to somebody that parents actually see now as a great role model”.
JoJo really is a great role model. In this world of wokery, she's someone who could really educate
Nick Ede
He adds: “I could definitely see her getting a spin-off show on ITV2 - maybe following her life in America, or seeing her giving her take on the UK.”
What’s more, Nick reckons it’s only a matter of time before she's flexing her singing and dancing chops on these shores.
“She’s a fantastic performer, but her music and dance career haven’t been that big in the UK,” he says.
“She might now get a part in a West End show or something. She could now pack out an audience.”
Chris Hughes
The other half to the Chris and JoJo love-a-thon, Chris Hughes has cemented himself as one of the key players of this year's series.
Like a Labrador puppy, he’s been loyal, exuberant, sometimes unruly, but always keen to overwhelm his housemates with love, licks and cuddles.
He didn’t think twice about holding Mickey to account in the house when the latter was grossly out of line, despite the fact that the former boxer could be an intimidating presence.
And he also wasn’t afraid to get vulnerable and show his emotional side when his feelings were hurt.
Admittedly, we’re not sure we’ll ever get over the sight of Chris, dressed as a baby for the perfect family task, asking his “daddy” Jack Shepherd to wipe his bum.
And his and JoJo’s “are they, aren’t they” friendship hasn’t always been well received across the board - with some dubbing it "weird".
Chris will like being papped in Los Angeles
Nick Ede
But Nick believes that Chris has managed to remind us why he was such a breakout star on Love Island eight years ago.
“I wouldn’t say people had forgotten about him, but he wasn’t on the top of people’s minds,” he says. “He’s a handsome guy with a good personality.
“He reports on horseracing for ITV, but I could now see him getting more mainstream stuff, plus a few endorsement deals for things like Gillette.
"Let’s just say, this hasn’t tarnished Chris' brand.”
Chesney Hawkes
He may not have been The One And Only star in the house, but Chesney Hawkes has certainly proven he’s no one hit wonder.
The legendary singer has come across as a down-to-earth and empathetic team player during his time inside.
He also hasn’t been afraid to send himself up, gamely performing his 1991 single on a loop for over 30 minutes in exchange for getting running water in the house.
During one very poignant moment in the diary room, he told Big Brother that JoJo reminded him of his daughter, who’s also part of the LGBTQ+ community, and said he felt proud of her “in a fatherly way” - bringing tears to all our eyes.
In terms of wins and losses, his reemergence in the cultural zeitgeist couldn’t have come at a better time, as he’s just released his new album Living Arrows.
A popularity boost at this time can only help.
As far as Nick’s concerned, this experience “won’t mean he’s going to be selling out the O2 anytime soon”. But, it’s reinvigorated his fanbase, while reminding us that not every musician is a diva.
“I just think Chesney’s come across as a really nice, likeable bloke,” Nick tells us.
Yes, he’s not the one and only, but he is a good one.
Danny Beard
Danny Beard’s already made a big splash on shows including Britain’s Got Talent and Ru Paul’s Drag Race - but, before now, they were primarily known (and loved) as their drag queen alter-ego.
The question was, would we love Danny - who goes by Daniel Curtis off stage and uses they/them pronouns - without the porcelain white make-up, bright red lips and very swishy ponytail?
The answer was a resounding yes. The person behind the persona proved to be just as lovable as their on-stage act, revealing layers upon layers of comic timing and emotional depth that kept unfolding.
Choosing to forgo drag for most of their time in the house, Danny was able to get real and vulnerable, revealing they were intimidated by “alpha-male” Daley Thompson in the beginning - but that, ultimately, they found a lot of common ground.
Danny could be the next Lily Savage
Nick Ede
They were also particularly hilarious during the perfect family challenge, when they assumed the role of the over-exhausted mum-of-five.
“I’ve only had sex six times,” they sighed to Big Brother. “Five was for them. Once was on a beach in Mallorca with a man who sells pedalos, but I don’t like to talk about that.” Comedy gold.
As for where they go from here, Nick reckons the sky’s the limit, with panel shows, reality series, and West End opportunities all on the table.
“Danny could be the next Lily Savage,” he says. “I think people love them, whether they’re playing Danny Beard, the drag queen; or Danny, the very funny, intelligent, articulate queer guy.
“Just look at The Vivienne. She was starring in West End shows [before the star’s tragic death in January].
"I could see Danny doing that, or hosting their own TV show. We’re missing somebody in that space who can be sensitive, articulate, funny and compassionate.”
The losers
Ella Rae Wise
Every CBB series has its one to watch and, before this year’s proceedings kicked off, Ella Rae Wise was that one.
Having joined TOWIE in 2019, she has long been one of ITV’s homegrown darlings - and was all set to use the house as a launchpad to even bigger opportunities.
She was also set to be this year’s romantic lead, with bosses hoping she’d form a love connection with their would-be Romeo, Chris Hughes.
To that end, Ella “coincidentally” split with her on/off TOWIE boyfriend, Dan Edgar, just days before stepping into the CBB pad.
During her VT intro, she teased, “I could literally flirt with a loaf of bread. I could flirt with anything…I’m flirting with the camera.”
However, her path to leading lady status was derailed by the fact that - while she and Chris didn’t connect whatsoever - he formed an instant bond with JoJo.
And while the latter pair breezed their way through challenges and events, Ella got increasingly frustrated and downtrodden by the experience.
As the third week kicked in, she was constantly complaining - leading her fellow housemates to slap her with the most nominations out of everyone in a face-to-face public flogging.
Whether she really was jealous of Chris and JoJo (as many assumed) or not, it certainly seemed like Ella couldn’t let go and have fun. In the end, the only thing she flirted with was the exit door.
“I think Ella thought she was going to be the new Olivia Attwood,” Nick tells us. “We could see her frustration when it didn’t go that way.”
He reckons this won’t damage her career for good, but it won’t help it either.
“Listen, a lot of people at least know who she is now,” he says. “I think she’ll get a few personal appearance gigs, but it’s not going to ignite her career as I think she wanted it to.”
Mickey Rourke
We probably don’t need to tell you that Mickey’s short stint in the house wasn’t so sweet.
He started as he meant to go on - obliviously and offensively - when he grabbed and ogled host AJ Odudu before entering the house, and things only got more chaotic from there.
Soon enough, he was being rapped for a raft of homophobic, crude and downright dingy behaviour, including bragging he was going “to vote the lesbian out real quick” in reference to JoJo, and making a vile sexual quip about Ella.
Mickey’s 9½ lives finally ran out on day six when he squared up to Chris, who’d jokingly side-eyed him in a challenge, warning him, “Don’t f***ing eyeball me. You c***” - prompting Big Brother to remove him from the house.
Sadly, the disgraced Hollywood star just couldn’t get out of his own way - taking no heed of Big Brother’s warnings, and making no real attempts to embrace the experience…or earn his reputed £500,000 pay packet.
And that’s what he ultimately lost out on, raking in just ten per cent of that large sum thanks to his bad behaviour and brief time in the house.
Mickey's career is down the pan
Nick Ede
Sources say he’s not taking his reduced fee lightly, and is fighting back at Big Brother bigwigs with all the clueless fury he previously displayed inside the house. Rourke and roll.
As for where he goes from here, Nick says his options are limited at best.
“In the UK, I think that's his career down the pan,” he says. “There have been other CBB villains, like Tiffany Pollard, who came back as a bit of an icon, but I just can’t see Mickey getting any work.
“However, there’s a slight chance he would win over the public if he did something like Kate Garraway’s Life Stories, as he’s got such an interesting story to share.
"I don’t think this is the end for him, but it wasn’t good for him.”
Michael Fabricant
He entered to a chorus of boos, and left to slightly less boos - so there’s a win in that.
But Michael Fabricant’s hopes of transitioning from polarising politico to popular reality star were dashed quickly, when he was evicted on day four.
In a parallel universe, the former Tory MP could have made it to the final a la Ann Widdecombe in 2018, and won round a lot of haters in the process; but alas, it wasn’t meant to be.
And, weeks later, his most identifying characteristic is still that mop of (faux) hair atop his head. Who’s the real Michael? We’re none the wiser.
As if we needed any more proof that the ex-politician didn’t win much by entering the house, his curtain call was an inglorious cameo for Easter Sunday - during which he hopped back into the house, in a bunny costume, and left eggs for his former housemates.
The whole skit felt like a fever dream - in fact, it’s very possible we all collectively imagined the whole thing.
As for Michael and his revamped career, it’s safe to say he’s still chasing that elusive white rabbit.
Nick says: “I don’t think this has benefitted Michael in any way.
“It’s just made him look a bit more ridiculous, which is a real shame, because I think he wanted to change people’s opinion of who he is.”
