Kyle Sandilands calls himself a ‘massive prick’ in new campaign

Mosh has recruited broadcaster Kyle Sandilands for a national weight-loss campaign that turns his polarising public persona into the punchline.

In the radio creative, Sandilands opens with a characteristically blunt assessment: “I know, I know: I'm a massive prick. Been a badge of honour for years.” He then pivots to his own difficulty losing weight and the possibility of getting help.

“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,” Sandilands says.

Mosh said Sandilands is not currently a weight-loss customer of the platform. The national campaign launches on 7 September.

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The joke carries the weight-loss pitch

The campaign builds its creative around the gap between Sandilands' reputation and the healthier future he imagines after losing weight.

“I could eat well, live happier, and be less offensive. Ok, two out of three ain't bad,” he says.

The idea is pushed further as Sandilands imagines becoming merely a “regular prick”.

“Imagine: I could go from being a massive prick to a regular prick, just like everyone else. 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.”

Sandilands has previously spoken publicly about his attempts to lose weight. In 2025, Mediaweek reported on his self-styled “Big Fatso Club” weight-loss effort as he discussed his weight and broader health concerns on air.

Mosh leans into a familiar Kyle

Jonathan Seidler, Creative Director at Mosh and Moshy, said the campaign deliberately draws on Sandilands' established public image while giving him room to discuss his own experience.

“Kyle Sandilands is one of Australia's most polarising and popular figures. Since GLP-1s arrived, many of us have been thinking about what life could be like at a healthier, more sustainable weight,” Seidler said.

“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.”

While Sandilands is not currently undertaking a Mosh weight-loss program, Seidler said the company would be happy to help him “hold less weight”.

The team behind the campaign

Seidler and editor Yarno Rohling wrote the campaign, with Olivia Whiting serving as Content & Campaigns Lead. Nick Holden is Chief Marketing Officer and Lee-Helena Rosolen is Head of Performance, with media handled by Fourteen10.