Spoiler alert: Peloton has responded in hilarious fashion to the “Sex and the City” reboot, which featured one of the fitness equipment company’s bikes in the death of a key character.
Peloton’s stock dropped 11.3% last Thursday — hitting a 19-month low — after “Mr. Big” was shown dying of a heart attack after a 45-minute power workout on one of the company’s in-home exercise bikes. On Friday, the stock price continued to drop, closing at -5.4% for the day.
“According to Peloton, the company had approved the show’s use of the bike as well as the appearance of ‘Allegra,’ a fictional instructor played by real-life Peloton cycling instructor Jess King,” detailed Variety. “However, Peloton did not know that ‘And Just Like That,’ which premiered Dec. 9, would show Mr. Big, played by Chris Noth, collapsing and then dying after a Peloton workout.”
“This was not a product/brand placement,” a Peloton spokeswoman said. “Peloton did not have a formal product placement agreement with either the show or HBO. This was a casting opportunity for one of our instructors, not a brand integration, paid or otherwise. The show procured our equipment on their own, not through us.”
In response, Peloton released an ad that brings Mr. Big back to life, alongside the caption, “And just like that… he’s alive.”
And just like that…he’s alive. pic.twitter.com/bVX8uWypFZ
— Peloton (@onepeloton) December 12, 2021
In the video, Noth and King are sitting by a fire. “To new beginnings,” Noth begins, to which King responds, “To new beginnings.”
“You look great,” she said. “I feel great,” Noth replies.
“Shall we take another ride,” he asks, looking over his shoulder toward two Peloton bikes. “Life’s too short not to.”
“And just like that, the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation,” said actor Ryan Reynolds, whose advertising firm produced the video. “Cycling strengthens your heart muscles, lowers resting pulse and reduces blood fat levels.”
“He’s alive,” Reynolds added.
A Peloton spokeswoman said Monday the ad reinforced how cardiovascular exercise can help people lead long, healthy lives, reported The Wall Street Journal.
“Reaction from our members to the video has also been overwhelmingly positive. In fact, our community is already taking to social media to tell real life stories of how Peloton and cardiovascular exercise has helped with their heart health and overall wellbeing,” the spokeswoman said.
The New York City-based company’s stock rose as much as 6% on Monday morning.
“In 2012, we brought the best talent in technology, hardware and production together to accomplish an ambitious goal: bring the community and excitement of boutique fitness into the home,” the company announces on its website. “The idea struck us after years of struggling to get to the workout classes we loved, while balancing our demanding jobs and busy families. So we made it our mission to bring immersive and challenging workouts into people’s lives in a more accessible, affordable and efficient way.”
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