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It looks like one of the smartest turnarounds of a project in advertising history.
Warning: A spoiler containing the name of the Sex And The City character who dies appears shortly.
Shares of Peloton Interactive, the interactive fitness platform provider, plunged by 11.3% on Thursday and a further 5.4% on Friday – a cumulative decline of more than 16.1% – after a major character on the TV series Sex And The City was shown dying after using one of its exercise bikes.
Mr Big, played by the actor Chris Noth, was shown having a heart attack after an intense work-out.
As its shares went into freefall, Peloton sought to play down the incident, pointing out that the character’s “extravagant lifestyle” had probably contributed to his death and suggested riding his Peloton bike may actually have “helped delay” his heart attack.
The company had known its bike would be used in the new show and even allowed one of its instructors, Jess King, to appear in it – although it had no idea it would be involved in the death of a character.
And, towards the end of last week, it clearly decided more needed to be done to restore confidence in its service and products.
Accordingly, it put out a tweet on Sunday evening, “And just like that…he’s alive”. It contained a video showing the actor sitting in front of a fireplace and Christmas tree alongside Ms King.
In the video, he says: “I feel great. Shall we take another ride? Life’s too short not to.”
The video concludes with a voiceover from the Hollywood actor, Ryan Reynolds, who tells viewers: “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. He’s alive.”
The advert, which was also produced by Mr Reynolds’s company Maximum Effort, was apparently put together…
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Source : skynews
