‘And Just Like That…’, the Sex and the City reboot, hit fans in the feels in the very first episode…and fitness cycle Peloton company were hit right where it hurts. Yes, it’s stock value.
If you haven’t seen And Just Like That yet, and you’ve managed to not have it spoiled for you, DO NOT READ FURTHER. Go watch the first episode and come back. We’ll wait…
Nice to see you again, here’s a tissue- let’s continue.
After Chris Noth’s character died of a heart attack shortly after his 1000th Peloton ride with trainer Allegra, played by real life Peloton instructor, Jess King, the company, who had agreed to have their bike and instructor on the HBO Max show without knowing the storyline, saw a dive in their stock prices.
‘And Just Like That…’ Peloton Responds to a “Big” Problem
Already in trouble in an (almost) post-pandemic world, Peloton’s stock has fallen around 75% in 2021. Not all of this can be attributed to Mr. Big’s demise, but Peloton, who dealt with a similar crisis after a commercial featuring a “Peloton Wife” fell flat with audiences decided to nip the ‘Big’ problem in the bud.
This time it was Ryan Reynold to the rescue, as opposed to the last time when he used the Peloton Wife actress, Monica Ruiz to advertise his Aviation Gin. In what seemed to be a continuation of the Peloton commercial, that appeared as though her husband was forcing her to exercise on the Peloton, Monica’s nameless character was next seen surrounded by supportive friends, sharing a Aviation Gin and, in not so many words, coaxing her to leave her abusive husband.
It was pretty hilarious. We’re sure Peloton hated it but they must be over it as they collaborated with Reynolds’ marketing company, Maximum Effort to create the new commercial in less than 48 hours after And Just Like That made its premier.
The advertisement features Noth and instructor, King sharing what looks to be a romantic moment on a couch before Noth suggests they “take another ride.” The camera then pans to the Peloton bike while Reynolds’ voice over reassures viewers that “regular cycling stimulates and improves your heart, lungs, and circulation, reducing your risk of cardiovascular diseases. Cycling strengthens your heart muscles, lowers resting pulse, and reduces blood fat levels,” before concluding — “he’s alive.”
So, while Peloton cycles may continue to sell, Big will no longer be a part of the Sex and the City cannon. And Just Like That…Carrie and Big shippers mourn.
New And Just Like That… episodes drop Thursdays on HBO Max.
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