Peloton says nope, not like that, in response to the death of a key character from “Just Like That,” the “Sex in the City” reboot, after using one of the exercise bikes.
The fitness company saw a slump in sales following the show’s Dec. 12 premiere episode featuring the fictional character of Mr. Big who died after using the fitness cycle. Within 48 hours, Peloton responded with a humorous TV ad featuring none other than Mr. Big himself, played by actor Chris Noth, hale and healthy, with a new twist to the shocking scene.
The 30-second ad, titled “Unspoiler Alert,” shows Mr. Big, the on-again, off-again love interest of Carrie Bradshaw, sitting in front of a fireplace in a romantic setting with Allegra, his fitness guide. Allegra is played by Peloton instructor Jess King. During the advert, Noth says to King, “To new beginnings.”
King responds, “To new beginnings. You look great.”
“Oh I feel great,” Noth replied, smiling warmly and looking over to their Peloton bikes, asking “Should we take another ride? Life’s too short not to.”
The ad then featured a voiceover by actor Ryan Reynolds outlining the health benefits of riding.
“And just like that… the world is reminded that regular cycling stimulates and improves your heart, lungs and circulation, reducing your risk of cardiovascular diseases,” Reynolds, who also tweeted the ad, said.
“Cycling strengthens your heart muscles, resting pulse and reduces blood-fat levels,” he added with a quick “he’s alive” thrown in at the end.
Reynolds and his fitness company, Maximum Effort, helped the stationary bike group develop the ad in record time.
“We filmed a spot with actor Chris Noth and Peloton instructor Jess King, with a voiceover by Reynolds. In the spot, we reinforce the narrative that Peloton and cardiovascular exercise are good for you, and help millions of real people lead long, happy and healthy lives,” a Peloton spokesman said in a statement, according to NBC News.
Peloton had seen a 16% drop-off in sales following the episode. Although the cycling company had authorized the TV show to use its cycle, HBO did not reveal that the bike would be featured in the death of a major character. According to Denise Kelly, a Peloton spokesperson, “due to confidentiality reasons, HBO did not disclose the broader context surrounding the scene to Peloton in advance.”
The ad saw mixed responses on Twitter, with one tweet responding, “Peloton was faster with a response than Carrie was with dialing 911.”
Peloton was faster with a response than Carrie was with dialing 911.
— Shep (@ShepHerdsTV) December 12, 2021
Toooo funny!! 🤣 I couldn’t help but wonder – Why did REAL people make decisions to sell Peloton stock over the death of a FICTICIOUS character? #RipMrBig #CarrieShouldHaveDialed911 #TooMuchRedMeatAndCigars
— Aria Craig 💞💋 (@Aria_Craig) December 13, 2021
I wanted a Peloton for Xmas but not after this.
— Beatrice Cardenas (@RealBetyCardens) December 12, 2021
Ryan Reynold’s Peloton ad with Chris Noth is the best thing I’ve seen all day. I’M CACKLING.
— reikan (@night_reikan) December 13, 2021
Best marketing they’ve ever had. Necessary? No, but smart.
— Robert Frost (@RobertFrost01) December 12, 2021
Love the Peloton “He’s Alive” ad, but they should’ve added that apparently regular cycling also allows 67-year-old men to date women half their age.
— P.D. White (@whitepatrick) December 13, 2021
And just like that, Ryan Reynolds became the hero the holidays needed
— Lorena Levine (@divainabottle) December 12, 2021
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