The Drum Awards for Marketing - Entry Deadline

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Date: Dec 2019
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The much-maligned Peloton ad where a woman gets an exercise bike from her husband and chronicles her year of staying in shape in the weirdest fashion, is getting a bit more fun poked its way by Aviation Gin.

The beverage, owned by Ryan Reynolds, has enlisted Monica Ruiz, the central character in the Peloton ad, to have a little fun at her expense in a humorous Aviation Gin ad, which Reynolds later tweeted out.

In Reynolds’ tweet, he simply states, “Exercise bike not included. #AviationGin”, and lets the action unfold for the viewer.

The ad begins with a close-up of Ruiz’s face, much like her wide-eyed shot from the Peloton ad where she looks nervously into the camera before starting her year-long exercise routine. From there, it pans out to show two friends flanking her, not really knowing how to react for 10 uncomfortable seconds as the camera continues to pan back and reveal that the three are sitting at a bar with three gin martinis.

Ruiz then breaks the silence by saying “This gin is really smooth.” That opens the door for the friends to tell her that everything is OK and that she’s in a safe place with them. They then cheer “To new beginnings” before Ruiz downs her entire glass in a prolonged chug as her friend offers her another. The shot moves to a glamor shot of the gin in a Christmas setting as we hear one of the friends say, “You look great, by the way,” in a final razz of the Peloton ad.