Update: Peloton has since deleted the viral ad after two women came forward with sexual abuse allegations against Christ Noth.
And just like that, Pelaton turned a surprise murder into a total win.
If you haven’t heard the news, ‘90s HBO hit Sex and the City is back, but things in the gal comedy sitcom aren’t quite as they used to be. For starters, the sequel show is called And Just Like That... Carrie, Miranda and Charlotte are now in their 50s, and Samantha has been fired as Carrie’s publicist, not to be seen on the show.
Oh, and they killed Carrie’s long-time love interest-turned-husband Mr. Big in the first episode. He had a heart attack after exercising on a Peloton.
The wildly-popular in-home cycling company was just as shocked by the death as viewers. The story goes that the fitness company agreed to the placement but were not warned they’d be used as an instrument of sudden death.
“I’m sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack. 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,” Peloton stated in a statement from Dr. Suzanne Steinbaum to Us Weekly. “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.”
Turning a negative into a positive, Peloton made quick work nabbing Mr. Big for a commercial campaign of its own, casting actor Chris Noth in a spot titled “He’s Alive.”
In the show, Mr. Big has his accident after taking a class with “Allegra,” his favorite instructor, played by real-life Peloton instructor Jess King. In the commercial, we find Noth lounging on a couch with King, their faces illuminated by a fireplace. It’s a romantic scene as the two celebrate “new beginnings,” and Noth asks if King wants to “take another ride,” then the camera pans back and we see two Pelotons sitting side-by-side.
This cute little clap-back of a scene is followed by a quick voice-over by Deadpool actor Ryan Reynolds who expounds on the cardiovascular benefits of Peloton, finishing with the comment “he’s alive.”
The 37-second clip was reportedly filmed by Reynold’s production company over the weekend, and it seems as much of a hit as the HBO rework—maybe even more beloved. Check the commercial below.