Peloton has again teamed up with Ryan Reynold’s Maximum Effort for another clever spot that is not short on cheek—this time, of the butt variety. In honor of National Nude Day on July 14, the fitness brand aired a 60-second video starring actor Christopher Meloni, who recently divulged to People Magazine that he prefers to work out in the nude.
The video shows Meloni using the Peloton app for various aspects of his workout routine, including weight training, yoga, meditation and running.
“Some people think the way I work out is strange,” a naked Meloni huffs between reps. “Honestly, I don’t get it. Me, I don’t think using the Peloton app is strange at all.” The spot ends with a callback to Meloni’s many years as Detective Elliot Stabler on “Law & Order: Special Victims Unit” with a voiceover, “In the Peloton community, users are represented by two separate, yet equally motivated groups. Those who wear pants, and Christopher Meloni.”
The spot is airing on Peloton’s social channels, including Twitter, Facebook and Instagram, and YouTube. Late last year, Peloton worked with Maximum Effort on a similar effort that was also “ripped from the headlines.” After a key “Sex and the City” character suffered a fatal heart attack on his Peloton bike on the HBO reboot of the series, Peloton ran a follow-up ad featuring the same actor. Both spots are part of the “Creative-as-a-Subscription” offering from Maximum Effort parent MNTN.
Earlier this week, Peloton announced it would stop producing its own bikes and treadmills, instead outsourcing the manufacturing to a partner in Taiwan. A one-time pandemic darling, the company has struggled to regain its luster as sales have faltered. In the third quarter, revenue fell 24% to $964.3 million.
Most consumers appreciated the humor of the new Meloni ad.