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Peloton put together And Just Like That ad in just 36 hours with Ryan Reynolds and didn’t tell TV bosses

Warning: spoilers ahead for And Just Like That.

Peloton has been all over the news after it featured at the centre of a shock storyline in the Sex and The City reboot And Just Like That…

As fans know only too well, the opening to episode one of the new HBO show saw Chris Noth’s character being killed off.

Fans weren’t expecting Big to be offed in the first episode, when he suffers a heart attack after a rigorous workout on his Peloton bike.

The fitness equipment company previously insisted that Big’s ‘extravagant lifestyle’ would have been a contributing factor to his death, and they had their own say after the pivotal storyline by releasing a cheeky new clip that saw Big back from the dead.

Not only does it feature the vocal talents of a certain Ryan Reynolds, but it’s also produced by the actor, who is the one behind the idea for the ad.

Chris Noth, aka Big, got involved swiftly with the clever marketing campaign (Picture: HBO)

As it turns out, HBO had no input in the clip, which saw the character joke about ‘taking another ride’ with instructor Jess King in close proximity to his Peloton.

Actor Ryan, who helped put the ad together with his Maximum Effort marketing company, told Variety: ‘We hope HBO and all involved see this for what it was — a fun way to extend a beloved character into a conversation that was already happening.’

So how did it come about?

After the character died in episode one on Sex and the City reboot And Just Like That…, Peloton’s stock dropped.

Once it aired last week, the company was looking at how to respond quickly.

It led Peloton CMO Dara Treseder, who was already working with Ryan on another business project, to reach out to him just hours after it arrived on our screens.

‘The episode aired, she emailed and we were off,’ the actor said.



A timeline of Peloton’s cheeky And Just Like That ad

  • Thursday December 9 – The first episode of the Sex and the City reboot drops online, with the internet reeling from Big’s death.
  • Later that day – Peloton CMO Dara Treseder sees the stock value of the company sliding and sends over an email to a certain Ryan Reynolds.
  • December 10 – The next day, the wheels are firmly in motion on the advert, with filming taking place with Chris Noth in Tribeca, New York.
  • December 10-11 – The clip was then put together in the editing suite, with all hands on deck to get the footage together in less than a 12-hour period.
  • December 12 – The advert drops on Peloton’s Instagram, just three days after the episode first arrived on HBO Max. And just like that, the clip goes viral.

The company was at pains to point out the many health benefits of cycling in the clip, with Ryan’s voiceover saying: ‘Regular cycling stimulates and improves your heart, lungs and circulation, reducing your risk of cardiovascular disease, strengthens your heart muscles, lowers resting pulse and reduces blood fat levels.’

It all came together very quickly after the initial plans were made.

‘Even though we edited for less than 12 hours, we went through quite a few permutations,’ he explained.

‘Ultimately, we wanted to include the litany of benefits of biking because we thought it was funny and my VO was the scratch read and we just ran out of time.’

The clip was edited in 12 hours (Picture: Peloton)

The advert was then edited and delivered in less than 36 hours, in an incredible turnaround.

The storyline in the HBO Max series certainly came as a surprise. Fans especially didn’t expect it after Chris Noth was purposely present during the filming of a funeral scene on And Just Like That in an effort to throw off the paparazzi.

In August this year, Sex And The City fans were left scratching their heads when pictures were released of the cast of And Just Like That filming a scene that appeared to resemble a funeral.

And Just Like That is available to watch on Sky Comedy and NOW.

 


Credit: Original article published here.

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