Sex and the City fans were utterly shocked last week when Mr. Big was killed off in the first episode of And Just Like That. In the reboot series, Chris Noth’s character suffered a heart attack after using a Peloton bike. As a result the company shares fell by 11 percent last Thursday leading to a 52-week low, according to CNBC.
While Peloton was aware that its product would be used in the series, company executives had no prior knowledge of the plot until the episode was premiered globally. Just days after the PR disaster, the fitness giant partnered with Noth and Ryan Reynolds for a hilarious parody advertisement.
“And just like that…he’s alive,” Peloton captioned the commercial which was shared to social media on Sunday evening. Jess King – the Peloton instructor who was portrayed in the HBO show – is seen sitting down with Mr. Big as they toast to “new beginnings”.
And just like that…he's alive. pic.twitter.com/bVX8uWypFZ
— Peloton (@onepeloton) December 12, 2021
“I feel great,” Noth says in the video. “Shall we take another ride? Life is too short not to.” A voiceover by Reynolds says, “And just like that, the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation. … Cycling strengthens your heart muscles, lowers resting pulse and reduces blood fat levels. He’s alive.”
Sex and The City might have just tanked Peloton, in the very first episode! #AndJustLikeThat pic.twitter.com/ABFEE7toyN
— Cathryn Setz (@cathrynsetz) December 9, 2021
In an initial response by Peloton last week, the company released a statement with Dr. Suzanne Steinbaum, a cardiologist and member of the company’s health and wellness advisory council.
“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 6,” she said in a statement. “These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death. Riding his Peloton Bike may have even helped delay his cardiac event.”
Someone give this PR team a raise.
