Late last week, brand experts advised that Peloton “own the conversation” after the fitness brand appeared to be caught by surprise when a key character on Sex and the City’s HBO Max reboot “And Just Like That...” died following a strenuous workout on a Peloton bike. And now Peloton is doing just that by injecting its own creative into the buzz surrounding the unexpected death of—spoiler alert—Mr. Big.
On Sunday afternoon, Peloton released a 38-second commercial that shows Chris Noth, who plays Mr. Big, enjoying a romantic evening beside the fire with Jess King, the Peloton instructor who was leading the workout, as the character Allegra, that led to his demise on the show.
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“And just like that… he’s alive,” the New York-based brand tweeted with the spot. In the video, Noth says “To new beginnings” to King, as they cheekily discuss taking “another ride.”
At the end, a voiceover by Ryan Reynolds, whose agency Maximum Effort created the spot, says “And just like that, the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation, reducing your risk of cardiovascular diseases. Cycling strengthens your heart muscles, lowers resting pulse and reduces blood fat levels. He’s alive.”