Peloton responds to ‘Sex and the City’ plot twist with its own ad

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.

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.

“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,” she said, noting that the creative was designed as a social and digital spot.

In a twist, the new Noth spot is from the agency that poked fun at Peloton two years ago following the brand’s ill-received “Peloton wife” spot.

Soon after, Maximum Effort created an ad for Reynolds’ Aviation Gin that starred the same actress, Monica Ruiz, from the Peloton spot.

Adrianne Pasquarelli is a senior reporter at Ad Age, covering marketing in retail and finance, as well as in travel and health care.

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