Peloton has removed its new “Sex and the City” ad starring Chris Noth in the aftermath of sexual assault allegations levied against the actor, who played Mr. Big in the series. The digital ad, which had been posted to Peloton’s social media channels on Sunday, in response to a moment on the series reboot, was no longer in circulation on Thursday afternoon.

"Every single sexual assault accusation must be taken seriously," a Peloton spokeswoman said in a statement. "We were unaware of these allegations when we featured Chris Noth in our response to HBO’s reboot. As we seek to learn more, we have stopped promoting this video and archived related social posts."

News of the takedown, and accusations, was first reported by The Hollywood Reporter, which noted that Noth has denied culpability.

Created in just 48 hours with Ryan Reynolds’ agency Maximum Effort, the epilogue-style ad had been lauded in the marketing world as a successful reaction to what could have been a cautionary tale for the fitness brand, which saw its bike linked to Mr. Big’s death on “And Just Like That…”—the "Sex and the City" reboot on HBO Max.

Many praised Peloton for being part of the conversation rather than taking a brand hit. On Ad Age Remotely, Dara Treseder, senior VP and global head of marketing and communications, said the approach could pave the way for the future as brands stive to move at the speed of cultural moments, calling it “fast-vertising.”