Radio host and controversial podcaster Kylie Sandilands has featured in the latest weight loss ad for men’s mental health platform Mosh.
In the new national radio campaign, Kyle admits: “I know, I know, I’m a massive prick, [it’s] been a badge of honour for years.”
As he jokes around he adds: “Maybe I could finally become a regular-sized prick.”
In a series of ads, Australia’s highest-rating radio host, and controversial podcaster accepts he is a man with a reputation.
In a rare moment of vulnerability, Sandilands tells listeners: “It’s no secret I find it bloody hard to lose weight. But now that Mosh has programs to help people like me, I might have the chance to make weight loss stick.”
On what life might look like on the other side of treatment, Kyle is characteristically self-aware: “I could eat well, live happier, and be less offensive. Ok, two out of three ain’t bad.”
In the ad, Sandilands adds: “If I lost the weight and kept it off, it could benefit everyone. You could even shout it at me from your shitbox car when I pull up in my Rolls.”
Jonathan Seidler, creative director at Mosh, explained the thinking behind the campaign.
“Kyle Sandilands is one of Australia’s most polarising and popular figures,” he said.
“Since GLP-1s arrived, many of us have been thinking about what life could be like at a healthier, more sustainable weight. We welcome Kyle’s unfiltered take on the topic, and we appreciate that amongst all the bravado, Kyle shows a more candid side, acknowledging his own struggles.
“Whilst Kyle is not currently a weight loss customer at Mosh, we would be happy to help Kyle hold less weight.”
The national campaign kicks off from today, 7 September.
Credits
Creative Director: Jonathan Seidler
Editor: Yarno Rohling
Content & Campaigns Lead: Olivia Whiting
Writers: Jonathan Seidler, Yarno Rohling
Chief Marketing Officer: Nick Holden
Head of Performance: Lee-Helena Rosolen
Media: Fourteen10
