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.
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.
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.”