With 90s nostalgia taking over the internet, it's no surprise that reboots for shows that defined it are gracing our screens once again.
In recent times, reboots have taken streaming platforms by storm, including the beloved series Sex and the City. After 11 years, Sex and City returns with most of its original cast for a reboot called And Just Like That.
It's no secret that brands are clamoring to be part of the solid viewership eagerly awaiting the return of one of the most iconic groups of friends, including Peloton. Unfortunately, it didn't work out so well for them. Warning: spoilers ahead!
Peloton's Big Debacle on Sex and the City
A cult-fitness brand for people who don't mind splurging, Peloton has long been known for premium, high-end home gym equipment. On paper, it's definitely on-brand for the rich, glamorous, and fashionable characters of Sex and the City to have in their homes.
Except, of course, when it's a brand that becomes associated with the death of one of its longest-running and beloved characters, Mr. Big. On the first episode of the Sex and the City reboot, Mr. Big has a heart attack, right after finishing a workout on his Peloton bike.
In the statements following Mr. Big's demise, Peloton representatives made it clear that it had no hand in how its bike would be used. Due to confidentiality reasons, HBO couldn't reveal how the Peloton bike would be used in its show.
Obviously, this struck a chord among Sex and the City viewers, and not in a good way. Especially, after reports of a child dying after an accident with Peloton's Treadmill+ plagued the news earlier in the year.
According to Bloomberg, Peloton's share price dropped by 5.4% the day after the episode aired. It's no wonder that Peloton was quick to make a response.
Peloton's Cheeky Response
In an effort to save its brand, Peloton released an ad that features Sex and the City's Mr. Big alive and well. Just three days after the episode of Mr. Big's death on Sex and City, Mr. Big's actor, Chris Noth, is seen in the Christmas-themed Peloton ad.
Alongside Jess King, who plays Peloton instructor Allegra in the reboot, Chris Noth stars in the ad. In front of a romantic fireplace, Noth says "Should we take another ride? Life's too short not to." Afterward, the camera pans to two Peloton bikes with Noth saying, "To new beginnings."
Produced by Maximum Effort, a marketing firm owned by Ryan Reynolds, the ad makes use of his cheeky voice, reminding viewers of the benefits of regular cycling.
From stimulating and improving your heart, lungs and circulation, he mentions how it also reduces your risk of cardiovascular diseases by strengthening your heart muscles.
And of course, the ad is aptly named "He's alive."
In a statement to Los Angeles Times, a member of Peloton's advisory council, Dr. Suzanne Steinbaum claims that, "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 six."
The Power of Product Placement
For years, brands have been using the power of product placement in television. In fact, some brands clearly take it more seriously than others. For example, Apple is known to be extremely strict as to what characters it allows to use its products on screen.
While Peloton may have missed the mark a little with Sex and City, there's no doubt that it still benefitted from the spotlight that the ruckus caused. After all, all publicity is good publicity, especially with the right positioning.
In the age of online advertising, product placement continues to be a breath of fresh air. Despite its obvious use to sell us something, it doesn't feel half as intrusive. Here's hoping that Peloton learns its lesson and makes sure it doesn't need an extra ad to make a point.