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Peloton - AND Chris Noth - Fire Back

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Remember that controversial Peloton ad wayyyy back in the "before-times" of 2019?

Peloton came out with an ad in December 2019 showing a young women whose husband bought her a peloton as a gift. The ad was a series of short videos of her using it to change her life for the better . . . but was widely interpreted as something out of Black Mirror: a woman being forced to cycle in front of a large screen against her will. 

That same week - Ryan Reynolds & Aviation gin swooped in with an ad starring the now-famous Peloton woman drinking a martini at a bar in a "safe space."

If you were in on the Peloton joke - it was pure gold. (If you need a quick refresh - this article from Washington Post recaps it neatly.)

Well. Peloton didn't recoil at Ryan's efforts. They hired him and his agency - Maximum Effort -  to work on their new ads. 

Now come on back to modern day with us . . . and be warned! If you have somehow stayed immune from the great spoiler alerts on "And Just Like That," the new "Sex & the City" reboot, pause your reading, go watch episode one and come back. Promise it will be worth it. 

For everyone else - buckle up! 

Here we are in 2021, diving into the first two episodes of the "Sex & the City" reboot. Our characters are here, a decade plus later, and much has changed for the crew. Least of which - Mr. Big has a Peloton! 

Alas, a mere 45-minute episode later, this does not bode well for him as he completes a class with his favorite instructor and then collapses in his bathroom of a heart attack . . . that eventually kills him. 

Ever fans of the clap-back, Maximum Effort was all over it with their new client Peloton - flipping a response ad directly from the brand starring Chris Noth (Mr. Big himself) and his Peloton instructor sitting on the couch in front of a cozy fire. 

On comes the ever-soothing voice of Ryan Reynolds, boasting the health claims of a Peloton - "strengthens your heart muscles!" - and exclaiming "He's alive!"

Clever. Quick. And a heavy dose of humor from a brand that's been previously criticized for taking itself way too seriously. 

It's got the PR twinkle all brands are vying for! But were consumers immersed? Let's go to the measurement. 

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With an average immersion score of 64 - this ad is coming in 11 points higher than the norm for this content! 

Not only did it perform well - it peaked just as the camera pulls back to reveal of the Peloton bikes in front of the couch. 

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And yea another spike, around 81, just after Reynold's speech - "He's alive!" - and a reveal of the logo. See the full measurement and the ad HERE.

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And Just Like That . . . Peloton & Maximum Effort delivered on timing, humor, cultural relevance AND Immersion.

We're calling this one a SLAM DUNK for one of our favorite ad creators and a brand who's rapidly shedding an antiquated, luxury sheen to become a house-hold name. 

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