Peloton has made headlines once again, this time by cleverly addressing a significant plot twist from the ‘Sex and the City’ reboot. You might recall the controversy surrounding their previous holiday ad, which many interpreted as a distress signal from an over-exercised woman. Recently, the fitness company found itself in the spotlight for an entirely different reason after the premiere of HBO’s “…And Just Like That.”
In the first episode, Chris Noth’s character, Mr. Big, uses a Peloton bike before unexpectedly passing away in a heart-wrenching scene. The internet quickly erupted with jokes and memes, humorously attributing blame to Peloton’s product placement. However, rather than shying away from the criticism, Peloton turned the narrative around with a brilliantly funny new ad that might even inspire you to jump back on that bike.
In the ad, Peloton shared a tongue-in-cheek message on Twitter stating, “And just like that…he’s alive.” The commercial features Noth enjoying a cozy moment by the fire with Peloton instructor Jess King, who played Allegra in the series. Their banter includes lines about “new beginnings” and the importance of staying active, cleverly referencing the events of the show.
The ad also features a voiceover by Ryan Reynolds, who points out the health benefits of cycling, emphasizing that it can enhance heart and lung health while lowering the risk of cardiovascular issues. The punchline, “He’s alive,” wraps up the spot on a light-hearted note.
This ad was conceptualized, shot, and edited in under 48 hours by Reynolds and his media company, Maximum Impact. It serves as a reminder that Peloton remains a safe and enjoyable workout option, even after the shocking scene that had everyone talking.
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In summary, Peloton has brilliantly responded to the narrative surrounding its role in the recent “Sex and the City” reboot by launching a witty ad campaign that not only addresses the controversy but also promotes the benefits of cycling.