Carrying a torch for Dunhill: Olympic trio star in dapper campaign… but they are more than just clothes horses
With the London 2012 Olympics only months away, it is a good time for sportsmen.
Not only are young athletes preparing to represent their country – and their chosen sport – at the world's biggest sporting event. But there is also a lot of money to be made from starring in advertisement campaigns and lucrative endorsements, both for those who are still competing and those who competed in the past.
One of the first such campaigns to surface is Dunhill's 'Voice', starring Sir Matthew Pinsent, Iain Percy and Louis Smith.
Olympic rower, Sir Matthew Pinsent, says: Failure has a lot of lessons in it'
Unlike lots of other adverts that are guaranteed to surface this year, though, Dunhill's does not just use the Olympians as clothes horses.
The luxury brand has recorded a short video with each of the men talking about how they got into their sport.
Retired Olympic rower, Matthew Pinsent, reveals what it is like to have to deal with the pain 'that starts 30 seconds into a six minute race and gets worse and worse and worse'.
In rower Iain Percy's video he talks about how he rationalises not coming first.
Iain Percy, an Olympic sailor, said: 'I've always been in the boat where I believe that if we've lost it's because I've done something wrong'
London 2012: Prepare for an onslaught of campaigns starring past and present Olympic heroes this year
'I've always been in the boat where I believe that if we've lost it's because I've done something wrong and made an incorrect decision,' Percy says.
'There might come a time when I think we've done everything right and just weren't good enough.'
Louis Smith, the Olympic gymnast, mentions how being naughty and mischievous 'gave me that edge'.
As a punishment, his coach always pushed him to try harder. It made him into a world class athlete.
Commonwealth Games champion, Louis Smith, said: 'Gymnastics pushed me in the right sort of direction – it saved me, in a way. It taught me to be a patient and more disciplined person'
It's all very motivational, but of course it is also all about the clothes – and they are shown off in the very best light.
The campaign was shot by fashion photographer David Sims, and features dapper suits and shirts and a very comfy-looking jacket that would keep Iain Percy warm through the wildest storm.
So far, so good, campaigns wise. But you can still expect to be sick of the sight of pretty sportsmen and women like Tom Daly and Victoria Pendleton well before the Olympics' opening ceremony.