The Drum Awards Festival - Extended Deadline

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Client: Peloton
Date: Dec 2021
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Last week, Peloton faced major Wall Street losses following the premiere of HBO’s Sex and the City sequel series And Just Like That... as beloved character Mr Big dies after working out on one of its bikes.

Yesterday the exercise equipment company swiftly turned the narrative around to drum up some positive publicity by enlisting actor Chris North (aka Mr Big) and Ryan Reynolds in a tongue-in-cheek rebuttal.

The short video begins in a cozy festive-looking room with Beethoven’s Moonlight Sonata serenading the scene. Viewers see North toast to “new beginnings” with real-life Peloton instructor Jess King, who featured in the first episode of the series. After boldly asking if she would be up for going for another ride, the camera pans out to reveal two stationary bikes and the duo share a cheeky laugh together.

As the video fades, adland favorite Ryan Reynolds’s voice sarcastically notes: “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, lowers resting pulse and reduces blood fat levels.”

The actor concludes, “he’s alive!” as the Peloton logo pops up on the screen.