Pilot launches very cheeky ad featuring silver Olympic medallist James Magnussen

July 24, 2024 6:02

Men’s digital healthcare provider Pilot has launched a new, and very cheeky, campaign featuring former Australian Olympic swimmer James Magnussen, reminding men it’s okay to come second.

In a bid to cut through the Olympic advertisement noise, the campaign, featuring a number of sexual innuendos, sees Magnussen – who won a silver medal in London 2012 – giving a spirited account of how great it feels to come second.

With a number of allusions to the bedroom, by the end of the piece it becomes obvious that he is not just talking about his Olympic achievement.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.