WARNING: spoiler alert for HBO's And Just Like That: A New Chapter of Sex and the City.
Stock prices plummeted for Peloton after a beloved Sex and the City character died in the HBO reboot series opener for And Just Like That, which is a continuation of the popular series starring Sarah Jessica Parker.
Stop reading now if you haven't watched And Just Like That.
Longtime SATC fans were shook after watching "Mr. Big"–a.k.a. John James Preston, played by Chris Noth–collapse and die from a heart attack after an intense workout on a Peloton stationary bike.
Peloton has weighed in on that surprising moment in the first episode of 'And Just Like That.'https://ew.com/tv/and-just-like-that-mr-big-peloton-statement/?utm_campaign=entertainmentweekly_entertainmentweekly&utm_content=new&utm_medium=social&utm_source=twitter.com&utm_term=61b27d904c9fd40001e30c0a\u00a0\u2026— Entertainment Weekly (@Entertainment Weekly) 1639087505
The interactive exercise equipment that enables subscribers to participate in fitness classes remotely rose in popularity during the peak of the pandemic.
However, their shares fell 11.3% after the initial airing of the episode on December 9 in which the husband of the show's central character, Carrie Bradshaw, met his demise.
In response to the hype surrounding the shocking plot point, the fitness company cleverly poked fun at Big's death with a tongue-in-cheek ad narrated by none other than the Hollywood favorite, Ryan Reynolds.
Watch the steamy ad, here.
In the ad titled, “Unspoiler alert,” Noth played himself toasting Jess King, a real-life Peloton instructor who appeared on the show as the fictional instructor Allegra, while they were both seated on a couch in front of a blazing fireplace.
With Beethoven's haunting "Moonlight Sonata (1st Movement)" underscoring the ad, Noth sensually asked King:
“Shall we take another ride? Life’s too short not to.”
Two Peloton stationary bikes appeared behind them as the camera slowly panned back, and Reynolds' was heard narrating:
“And just like that, the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation, reducing your risk of cardiovascular diseases."
"Cycling strengthens your heart muscles, resting pulse and reduces blood-fat levels he’s alive.”
Fans were relieved to see the sort of resurrection of Big.
And just like that, Mr. Big is alive again!https://www.popsugar.com/entertainment/peloton-and-just-like-that-chris-noth-commercial-video-48646023?utm_medium=twitter&utm_source=post&utm_campaign=frontdoor\u00a0\u2026— POPSUGAR (@POPSUGAR) 1639348863
And just like that...he's alive.pic.twitter.com/bVX8uWypFZ— Peloton (@Peloton) 1639341875
"He's alive." Great use of Ryan Reynolds!— Melody Alexander // Mary Lou Wretched (@Melody Alexander // Mary Lou Wretched) 1639486195
Now if he had been sitting next to Samantha\u2026..that would have been fantastic— Vee \ud83d\udc9c\ud83c\udf97\ud83c\uddfa\ud83c\uddf8\ud83c\uddea\ud83c\udde8\u2614\ufe0f (@Vee \ud83d\udc9c\ud83c\udf97\ud83c\uddfa\ud83c\uddf8\ud83c\uddea\ud83c\udde8\u2614\ufe0f) 1639453071
\u201cHe\u2019s Alive.\u201d at the end of a pharmaceutical-esque commercial is brilliant.— instant torque (@instant torque) 1639440588
Well played @onepeloton!pic.twitter.com/wqmgtbFwoF— Cristina (@Cristina) 1639430314
Brilliant!! Bravo @RyanReynolds and @onepeloton Not only are you master marketers but you\u2019ve managed to cheer up a lot of heartbroken fans (hello it\u2019s me) \u2026It\u2019s weird, but it helps!!— Heidi Graf (@Heidi Graf) 1639463504
A savage Peloton ad indeed.— Kathryn Guyton (@Kathryn Guyton) 1639450455
Superb work by your and your team @onepeloton, @daratreseder. From the statement on Friday to this spot you've nailed regaining control of the narrative. Would love to hear the bts on this -- masterclass in reputation management and response. #MarketingTwitter— Jeff Gadway (@Jeff Gadway) 1639359690
You and this team are simply epic. Boss ass move.— katcole.eth (@katcole.eth) 1639345026
BuzzFeed News reported Peloton approved having their equipment and King, as the character Allegra, featured on the show. However, they were not aware a major character would die after completing a Peloton workout.
The Los Angeles Times reported:
“Rarely in the history of pop culture has an enviable product placement ever gone quite so wrong."
In response to the Los Angeles Times article, Dr. Suzanne Steinbaum–a preventative cardiologist and member of Peloton’s health and wellness advisory council responded with a statement, saying:
“I’m sure ‘SATC’ [Sex & the City] 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."
"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.”
