Peloton’s response to Sex and the City is suspiciously perfect ‘fastvertising’
Was it all just a PR stunt?
SPOILER ALERT
The scene shows Carrie’s husband, Mr. Big, dying from a heart attack after a Peloton class.
Initially, Peloton responded ina statement, which blamed the death on Mr Big’s “extravagant lifestyle” of “cocktails, cigars, and big steaks.”But that was merely the start.
Just 48 hours after the episode aired, Peloton unveiled a PR showstopper.
In a video produced byRyan Reynolds’ ad agency,Mr. Big is revealed to be alive and well. Indeed, the rogue is now shacked up with his Peloton instructor, who’s played byreal-life trainer Jess King (Incidentally, King’sreal partner is a singer who recentlyurinated on a fanduring a concert).
As we fade out on the happy couple, we hear Reynolds reel off the benefits of biking:
The ad attracted even more headlines than the show that inspired it — and may help Peloton repair some of the damage.
While the concept was clever, the most striking aspect of the response was its speed.Reynolds has a termfor this approach: “Fastetvertising.”
Christina Miller, connections director at WPP marketing agency VMLY&R, told TNW that Peloton’s ad is an exemplar of the genre:
The reactions on social media made a speedy response vital. Laura Richards, a PR and marketing consultant, as well as an associate lecturer at Newcastle University, said time was of the essence:
Indeed, the response was so impressive that it aroused suspicions. While Pelotonsaid it didn’tknow the bike would kill Mr. Big, not everyone is convinced that the company was surprised.
Kelly O’Hanlon, a senior lecturer in PR and media at Birmingham City University, pointed to the logistics of creating the ad:
An intriguing subplot is Reynold’s relationship with Peloton. The actor’s agency made its breakthrough byparodying a catastrophic Peloton adfrom 2019. While repairing a disaster is harder than mocking one, Reynolds appears to have made a good start.
Story byThomas Macaulay
Thomas is a senior reporter at TNW. He covers European tech, with a focus on AI, cybersecurity, and government policy.Thomas is a senior reporter at TNW. He covers European tech, with a focus on AI, cybersecurity, and government policy.
Get the TNW newsletter
Get the most important tech news in your inbox each week.
