Viral Peloton ad responding to Sex and the City reboot death is * chef’s kiss *

And just like the HBO Sex and the City

And Just Like That … is a sequel to HBO’s much-loved TV series Sex and the City, which reunites Sarah Jessica Parker, Cynthia Nixon and Kristin Davis (but not Kim Cattrall).

HBO

HBO Max‘s Sex and the City restart And just like that … premiered Thursday with a shocking death in episode 1 involving Peloton. In fact, the stationary bike of the popular exercise equipment brand played a major role so disgustingly that it may have affected the company’s stock price. The Peloton did not just respond, but it rolled out a creative ad to dismiss any harm. And it rolled out quickly.

What happened?

Warning: Large spoilers ahead.

We join Carrie (Sarah Jessica Parker) and friends (minus Samantha) in a rosy, post-pandemic world, all now in loving (but potentially genderless?) Marriages. Carrie and Big (Chris Noth) has the kind of relationship usually depicted in bank ads: They cook together, share bottles of wine and listen to a different record from Big’s collection every night, in alphabetical order, apparently a rudimentary ritual of early lockdown.

Among the many, many explanatory details we learn in the premiere is that Big has welcomed the Peloton (of course he has). His cardiologist has approved of his stationary cycling habit – so that we do not forget her husband’s history of heart problems, Carrie sneaks a joke about nitroglycerin pills – and he is completing his thousandth Peloton ride. That means he owes a “shoutout” from favorite director Allegra (played by IRL Peloton director Jess King).

As Carrie is heavily armed to attend a piano concerto for Charlotte’s daughter Lily, Big stays home to take her turn. During Lily’s big Moonlight Sonata crescendo, another big crescendo takes place on screen. Mr. Big, born Preston, completes his thousandth and final spin-hour, undresses and collapses under the shower. Carrie returns home to find her husband, who is nearly dead from a heart attack. As he takes her last breath in her arms, she ruins her wedding Manolos in the running water.

“And just like that …” Carrie says in voiceover just before the text rolls, “Big died.”

mr-big

Chris Noth as Mr. Big.

Warner Media

“Mr. Big lived what many would call an extravagant lifestyle – including cocktails, cigars and big steaks – and was at serious risk when he had a previous heart event in season 6,” said Peloton’s cardiologist, Dr. Suzanne Steinbaum, in a speech. to E! News.

Steinbaum’s statement on injury control also urged Peloton users to practice safe cycling: “The good news is that Peloton helps you track your heart rate while riding so you can do it safely.”

Now the Peloton has put together an ad, complete with a Ryan Reynolds voiceover that plays out the whole controversy. It stars Mr. Big, aka Chris Noth, himself, talks to Jess King, the same real-life Peloton director who starred in the central episode. “Shall we take another trip? Life is too short to let go,” he says. Then Reynolds pops in with a reminder that regular cycling stimulates and improves your heart, lungs and circulation.

The ad not only shows Reynolds’ voice. It was created by the production company he founded in 2018, Maximum Effort, which is also behind Aviation Gins 2019 Peloton parody commercial. Reynolds told The Hollywood Reporter how the 40-second ad came together in just two days.

“The time from conception to the cameras rolling was 24 hours,” Reynolds said. “Chris was there right away, but it was a whirlwind. For all of us. I certainly helped secure Chris, but Maximum Effort has built itself on challenges like these, so even though it’s never easy, the secret is practice and not to lose heart when challenges inevitably arise. “

The indoor training brand is no stranger to controversy. Between one product recall after real damage and one child death, data vulnerability and a tone-deaf holiday ad, the company’s PR department itself is well-developed. Which is good, because according to Peloton spokesman Denis Kelly, the brand was not familiar with this particular product placement prior to HBO’s release.

peloton-bike-plus

Peloton Bike Plus.

Rick Broida / CNET

“HBO acquired the Peloton bike on its own,” Kelly Buzzfeed told News. “The peloton was aware that a bicycle would be used in the episode and that Jess King would portray a fictional Peloton director.”

All publicity is good publicity, right? When it comes to the Cosmo-swilling crowd, maybe not. Peloton stock shares fell significantly on Thursday, just as HBO Max began streaming its SATC reboot. Shares fell 11.35% on Thursday, closing at $ 40.70 and continuing to fall to a 52-week low of $ 37.67 on Friday. We could not help but wonder if the stock fluctuations were directly related to the spoiler. It’s possible, but then again, Peloton’s shares have been in decline for a while, now down 73% for the year.

The first two episodes of And Just Like That … are now available for streaming on HBO Max. New episodes of the 10-part reboot are released every Thursday.

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