Peloton, a fitness equipment manufacturer, has come up with a funny response to the HBO Max episode.
The shares of the company plunged at the end of last Week after a key figure died while using an exercise bike.
Although the company approved the use of its bikes for the show, it said that they were not informed that Mr Big (played by actor Chris Noth) would die following the workout.
Peloton now has an advert that brings the character to life.
The first episode of And Just Like That saw John James Preston, better known as Mr Big and the partner of Sarah Jessica Parker, die after he suffered a heart attack while working out on a Peloton.
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Since the first broadcast on December 9, 2009, shares of the company have fallen by more than 16%.
Peloton replied by saying that Mr Big’s family history and lifestyle were likely to cause his death. Using one of its exercise bikes may have helped delay his cardiac events.
It released a parody advertisement on Sunday in which Mr Big is brought back to life. The caption reads: “And just like THAT… he’s alive.” In the advert, Mr Noth (real-life Peloton instructor Jess King) are seen sitting next to a fire. He asks her if you would like to go on another ride. Ryan Reynolds, an actor whose advertising company produced the promo, voices the narration.
Peloton’s ads have been featured in the news before.
After a Christmas advertisement that featured a woman receiving an exercise bike from her partner, the shares of the company plunged in 2019.
As a thank you, she records her workouts for the next year and creates a vlog.
She says, “I didn’t realize how much this would transform me a year ago.” Critics of the 30-second promotional video called it “sexist” or “dystopian”.
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The pandemic beneficiary gave Peloton a significant boost, and people forced to stay home sought out ways to keep fit.
The shares of the company rose fivefold in 2020, but then lost most of that gain this year.
Investors worry that the company won’t be able to expand in the future.
Peloton has had other issues in recent months. Peloton pulled its treadmills from the market in May after several reports of a death.
It cut the price on its flagship exercise bike in August as more people returned to the gym and exercised at home less.
This was because the company’s fourth quarter losses increased and revenue growth started to slow.
