“We filmed a spot with actor Chris Noth and Peloton instructor Jess King, with a voice-over by Reynolds,” the spokesperson said in an email. “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.”
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Mr Big, Noth’s character in the show, was suddenly killed off 39 minutes into the first episode of the Sex and the City spin-off series, a controversial move that left fans of the franchise shocked. The cause of death: a heart attack brought on after a workout on a Peloton bike.
After the release of the episode, Peloton saw its share price drop from US$46.14 a share to US$38.51 by close on Friday, December 10, according to NBC News. Peloton’s shares have continued to fall as the economy continues to reopen and people return to gyms, with the company making its biggest one-day drop ever earlier this month.
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The ad features Noth reclined on a sofa in a holiday-decorated flat alongside Peloton instructor Jess King, who was also featured in And Just Like That, playing a fictional Peloton instructor, Allegra, whose class Noth’s Mr Big takes before his untimely demise.
“To new beginnings,” King tells Noth in the ad. “You look great.”
“I feel great. Should we take another ride?” Noth responds, gesturing toward a pair of Peloton bikes behind them. “Life’s too short not to.”
“And just like that, the world was reminded that regular cycling improves your heart, lungs and circulation, reducing your risk of cardiovascular diseases,” actor Reynolds says in a voice-over, listing the benefits of exercise.
Reynolds tweeted the video on Saturday afternoon, December 12, with a caption reading: “Unspoiler alert. @OnePeloton”
Reynolds is no stranger to satirical advertising, especially with Peloton. In 2019, Reynolds released an advertisement for his gin label Aviation Gin, poking fun at a widely-criticised Peloton holiday ad about a husband gifting his wife a Peloton bike. The Aviation Gin ad featured the “Peloton girl” actress sipping on Aviation Gin, echoing a familiar phrase – “to new beginnings”.
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Peloton had worked with HBO Max before the series’ debut to supply the bike and book King’s appearance on the show, unaware that its product would be used as a prop that would kill Noth’s character.
A Peloton representative said that the company was unaware of how its bike would be used in the first episode.
“Due to confidentiality reasons, HBO Max did not disclose the broader context surrounding the scene in advance,” the statement read.
In a separate statement, a cardiologist and member of Peloton’s Health & Wellness Advisory Council appeared to distance the company from the episode premise.
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“I’m sure SATC fans, like me, are saddened by the news that Mr Big dies of a heart attack,” Dr. Suzanne Steinbaum said. “Mr Big lived what many would call an extravagant lifestyle – including cocktails, cigars and big steaks – and was at serious risk as he had a previous cardiac event in season six. These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death.”
Fortunately, the funeral can be called off, because Big and Peloton win this round.
This article originally appeared on Insider
