In this article:
- Sex and the City Spoiler Alert!
- The depiction of a Peloton workout leading to a character’s death had a very bad impact on the brand.
- Within two days, the brand had an answering video made by none other than Ryan Reynolds.
“And just like that…he’s alive!”
As 2021 comes to a close, we may remember the Peloton holiday commercial fiasco of 2019 and how Aviation Gin made the most of it. Ryan Reynolds had a hit with that commercial that gained greater visibility from the actor/producer/marketing genius’ extensive reach on social media.
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Two years later, Reynolds took the other side – making the video that attempts to save Peloton’s reputation when its stock price plummeted as a result of being linked with a major character’s death on “And Just Like That…,” the HBO Remax reboot of “Sex and the City.”
On December 12, Peloton released the video on its YouTube channel (see below) and on Twitter where it has more than 173K followers: The text of the tweet itself consisted only of the last line of the video that plays on the name of the series that killed off the character: “And just like that…he’s alive.”
Reynolds also tweeted out the video on December 12.
That granted Peloton access to a much larger audience than the brand would normally gain on its own. Reynolds has 18.4 million followers on Twitter as of the time of the tweet.
Given the fact it’s Ryan Reynolds’ own marketing firm Maximum Effort that created this video, there’s no surprise that the cleverness that lies in the Tweet in response to Reynolds’ share echoes the toast made in the 2019 Aviation Gin ad:
So far, the response appears to be positive. The top comment on the YouTube video is:
Ashley Karli’s: “This is gold! Best use of “bad press” to make a marketing BOMB! Love this, and LOVE my peloton!”
And we couldn’t agree more.
Related Why Ryan Reynolds Uses Snail Mail for Holiday Greetings
