Analysis: IanKingSky explains why shares in US fitness firm Peloton are tipped to recover losses of last week, when an ad for the reboot of the Sex And The City TV show made for an uphill climb
In the video, he says:"I feel great. Shall we take another ride? Life's too short not to."
The advert, which was also produced by Mr Reynolds's company Maximum Effort, was apparently put together very rapidly.Denise Kelly, senior communications lead at Peloton, told Variety:"Working with Ryan Reynolds and his marketing company, Maximum Effort, we filmed a spot with actor Chris Noth and Peloton instructor Jess King. We filmed the spot in New York City this weekend and the entire project came together in less than 48 hours.
An advert called"The gift that gives back" was pilloried two years ago for being sexist. It showed a woman receiving one of Peloton's bikes on Christmas morning and her subsequent video diary in which she praised the bike for changing her. Critics pointed out that the woman was already slim at the beginning of the advert, and deplored the implication that her partner thought she needed to lose weight and become fitter.
Peloton's swift response is likely to go down well on Wall Street, as some analysts had fretted last week that the Sex And The City episode would damage the brand. The company's response looks likely to go down in the annals of advertising history of how to turn a possible setback into a victory. Cartoon characters Fred Flintstone and Barney Rubble were seen promoting a host of products, including Kentucky Fried Chicken and even Winston cigarettes, 60 years ago.
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