The spot, titled ‘Onto the Next,’ is an ode to those who want to be challenged. In the spot, all types of people in all sorts of homes are seen getting on their Peloton cycle, working out as Jay Z’s On to the Next One thumps in rhythm. A voice-over says, “Maybe I’m a division one athlete, or a father of two…” then goes on to state that it doesn’t matter what you do or who you are, “maybe all that matters, is what I do next.” The action from the cyclists grows more intense with the music and viewers are meant to be motivated to get on and start pedaling.
The company offers 14 live rides per day and on-demand library of thousands of class options, giving Peloton’s nearly one million members plenty of chances to get into shape. The company stated in a release that in 2018, the average rider is completing 15%-plus more workouts per month than they were a year ago. This notion of taking on what’s next, no matter what they’ve already accomplished, is the driving force behind new work.
“We wanted to create a campaign that reflected what motivates our riders the most. We saw a consistent theme. They're not focused on the past. They're not focused on their limitations. They're looking ahead to the future no matter who they are. We needed a campaign that could perfectly capture the focus of getting after your next big goal,” said Jillian Goger, creative director at Mekanism.
The spot will run on TV, digital and social across the country. See the spot by clicking on the Creative Works box below.