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Peloton filmed commercial with Mr Big AFTER And Just Like That episode

Peloton only filmed hit commercial with resurrected Mr Big AFTER And Just Like That death episode aired – with boss insisting fitness start-up had no idea about the plot

  • SPOILERS: There will be HUGE SPOILERS for the first two episodes of the new Sex and the City series And Just Like That… so read on at your own risk 
  • Peloton insist it was unaware of the And Just Like That plot and only filmed it’s now viral commercial after the show aired 
  • ‘We had no prior knowledge of the storyline involving Peloton’ the company said in a statement to the Los Angeles Times on Monday
  • Peloton trolled the new Sex and the City reboot, And Just Like That, on Sunday with a commercial featuring Chris Noth as his character, Mr. Big 
  • Noth is joined in the commercial by real-life Peloton instructor Jess King, who played the role of Big’s trainer Allegra in the reboot
  • Mr. Big died of a heart attack after riding his Peloton bike in the premiere episode of the reboot, which premiered on Thursday
  • Ryan Reynolds’ production company Maximum Effort was the driving force behind the commercial which came together in just 24 hours

Peloton insists that the company was unaware of the shocking plot twist in the season premiere of the Sex and the City revival And Just Like That after their snarky new ad hit back at the show.  

The now-viral Peloton ad has been so successful that some fans couldn’t help but wonder if the fitness start-up didn’t plan the death of Mr Big as part of the plot.

‘We had no prior knowledge of the storyline involving Peloton and this was not a product placement but rather a casting opportunity for one of our instructors,’ Peloton said Monday in a statement to the Los Angeles Times.  

The first episode of And Just Like That premiered on HBO on December 9. The reboot shocked fans by killing off main character Carrie Bradshaw’s husband, Mr. Big, played by Chris Noth, 67. 

Peloton insist the company was unaware of the And Just Like That plot which had Mr. Big die from a heart attack after a Peloton ride. They said the ad was only filmed after the show aired (Pictured: In the commercial, Chris Noth – who plays Mr. Big – asks Peloton instructor Jess King – who plays Mr. Big’s trainer Allegra in the show – if she wants to ride, before zooming out to reveal two bikes behind them) 

Peloton released the snarky commercial on Sunday after stocks dropped 11% immediately following the premiere of And Just Like That (Pictured: Chris Noth reprises his role as Mr. Big in the viral Peloton ad)  

The episode frequently featured Mr. Big referencing his favorite Peloton instructor, Allegra, a fictional character played by real Peloton instructor Jess King. 

Mr. Big is then killed off when he suffers a heart attack while home alone after a 45-minute Peloton ride.  

A rep for Peloton has since come out to reveal that the company approved King’s appearance on the show, but didn’t know anything about the plot, including Big’s demise by way of a heart attack. 

‘HBO procured the Peloton Bike on their own,’ Peloton spokesperson Denise Kelly told BuzzFeed, adding, ‘Peloton was aware that a bike would be used in the episode and that Jess King would be portraying a fictional Peloton instructor.’

Mr. Big’s death left fans heartbroken and frustrated with Bradshaw’s response after she failed to call 911. The scene also caused an 11.35 percent dive in Peloton’s stock immediately after the episode aired. 

Peloton could have sued the show’s network over its product placement agreement for portraying the popular stationary bicycle maker in such a way that ‘tarnished’ the brand.  

Under the principle nominative fair act, production companies are allowed to use the product or its brand if it is being used for its intended purpose.

‘Nominative fair use does not to apply, though, when you use the protected mark in a way that disparages the mark or the brand,’ intellectual property and entertainment lawyer Nancy C. Prager told the New York Times.  

Mr. Big was killed off in the premiere episode of the Sex and the City reboot, And Just Like That, on Thursday

The death scene had featured Mr. Big on the Peloton talking to his favorite instructor Allegra during his exercise before suffering a fatal heart attack

Noth was one of the big names set to reprise his role on the reboot, but was told by series developer Michael Patrick King early on that they had planned to kill off his character

Peloton’s response ad has become so popular some fans questioned if the fitness start-up knew of the show’s shocking plot

Instead, Peloton and Ryan Reynolds’ production company Maximum Effort partnered with Noth and King to capitalize on all the buzz. Within 48 hours of the episode’s premiere, the now-viral ad was released. 

The 40-second spot hit the airwaves on Sunday night and garnered plenty of attention from fans of the series and the media alike.

‘To new beginnings,’ Noth toasts with King, who replies the same way, before telling him: ‘You look great.’

‘I feel great,’ Noth says, before pointing to the corner with his eyes and asking King: ‘Do you want to take another ride? Life’s too short not too.’

The couple then laughs, as the frame expands to show two Peloton Bikes behind them, as Reynolds does a voiceover, saying: ‘And just like that… the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation, thus reducing your risk for cardiovascular diseases.

‘Cycling strengthens your heart muscles, lowers your pulse and reduces blood fat levels,’ he continues, before simply saying: ‘He’s alive.’

The video ad has amassed 4.4 million views on Peloton’s Twitter page alone as of Tuesday morning.  

Reynolds explained that the ad came together from conception of the idea to cameras rolling in just 24 hours. 

‘It was a whirlwind’: Reynolds – seen with wife Blake Lively –  was behind the voiceover and production team of the now viral spot has revealed how it all came together in a very short amount of time

Reynolds’ production company Maximum Effort was the driving force behind the commercial as he described how it all came together from conception of the idea to when cameras were rolling in just 24 hours (Pictured: Chris Noth, Ryan Reynold, Jess King and others who worked on the last minute Peloton commercial) 

‘By pure luck, we’d been talking to Peloton about our Creative-as-a-Subscription [launched with MNTN] product in the week before this all happened,’ the actor said. 

‘I literally met Dara [Treseder, CMO of Peloton] for the first time on December 1. She emailed us right after the episode aired and we all knew just what to do. We try to do these things in a way where everyone wins — Peloton, Chris and the show itself.’

‘Chris was in right away, but it was a whirlwind. For all of us. I certainly helped secure Chris, but Maximum Effort has built itself on challenges like these so, while never ever easy, the secret is practice and not losing heart when challenges inevitably occur.’

The ad has gone viral, with devastated fans expressing their joy at seeing Mr. Big resurrected. 

‘The response has been great. It’s been really satisfying to work so hard so quickly toward something which is this much fun and have it work out. I think people like to see the spirit of Maximum Effort — that we want to have fun and bring people together but not ever at anyone’s expense,’ Reynolds said of the last minute production.  

Peloton’s stock has not reached the worth it reported before And Just Like That premiered but did experience a slight spike and an overall upward trend since the Peloton ad aired. 

Peloton stock dropped after And Just Like That premiered on December 9 but has seen an upward trend since the popular Peloton commercial aired December 12

It should also be noted that Peloton stock had already been declining before the episode aired, presumably as a response in the drop of sales as gyms reopened after the pandemic lockdowns ended.

A member of Peloton’s health and wellness advisory council, explained that riding the exercise bike would have actually helped Mr. Big’s heart health.  

‘SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack,’ Dr. Suzanne Steinbaum, a preventative cardiologist said.  

‘Mr. Big lived what many would call an extravagant lifestyle — including cocktails, cigars, and big steaks — and was at serious risk [for a heart attack] as he had a previous cardiac event in Season 6.’

‘These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death. Riding his Peloton Bike may have even helped delay his cardiac event.’ 

’25 percent of heart attacks each year are in patients who already had one (like Mr. Big), even then they are very, very treatable,’ she continued. 

With many fans still in a state of shock, series developer Michael Patrick King revealed in a recent interview that the idea around killing off Mr. Big so early was done in an effort to give the show a new look and feel, which includes doing the unexpected through the perspective of Carrie Bradshaw.

Mr. Big first appeared in the hit HBO show in 1998, and was eventually married to main character Carrie Bradshaw, played by Sarah Jessica Parker

‘Dying was the origin story,’ King confessed to Vanity Fair, adding, ‘Nobody wanted to come back if [the show] was not going to be different.’

But with so much time invested in his character, considering he made his debut in 1998, Noth wanted to sit down with King to have him explain how Mr. Big’s death pushes the storyline forward.

‘When I told Chris that Mr. Big dies in the first episode, he definitely knew it wasn’t [going to be the] same. And we had to talk about it,’ King confessed.

‘He really wanted to talk about why he’s dying and what it does for this series. The more we talked about it, the more he understood that it was for Carrie— and Carrie’s storyline is it’s better to have loved and lost than never have loved at all.’

Eventually, King said, Noth came to understand that his death would open new doors to Carrie’s story, all while helping build the mystic that has always surrounded Mr. Big since he made his way into her life in the late 1990s.

‘The legacy of that character wouldn’t diminish, but would increase his legend by leaving,’ he explained.

‘If you can find someone who loves you, that’s fabulous. But this really lets us test out that thesis— the voiceover we end the series with in Sex in the City— that the most significant, challenging, difficult, and rewarding relationship of all is the one you have with yourself.’

Could YOUR Peloton kill you? After bike was at the centre of a shocking death in And Just Like That, Femail reveals how the pricey home gym equipment has been linked to several real-life tragedies (and how to use it safely)

The safety of Pelotons, the immersive home workout experience with virtual classes that claims to rival a full gym membership, has been thrust back in the media spotlight following a shocking storyline in the Sex And The City reboot. 

In the first episode of ‘And Just Like That’, Carrie’s husband Mr Big (Chris Noth) dies of a heart attack shortly after a 45-minute session on a Peloton Bike, the piece of high-end home gym equipment – prices starting at £1,350/$1,495 – that’s become a must-have in affluent homes. 

The brand has also been hit with real-life tragedies, mainly concerning its $2,400 treadmill, the Tread+, which was only released in the US and has since been recalled. 

A six-year-old in the US died in an accident in March, although details have never been released. Another incident saw a three-year-old child, who went on to make a full recovery, suffer head injuries after becoming trapped underneath the machine. 

Other children have reported ‘burns’ or abrasions, with the family of one three-year-old boy pulled under a Tread+ treadmill saying he will be scarred for life. 

In the UK, Peloton customers have reported minor injuries resulting from the use of the £2,295 Tread treadmill, resulting from the screen falling off.  

The safety fears have cast a cloud over the success of the brand, which soared during lockdown when people couldn’t access gyms.

Peloton’s popularity, which soared during lockdown when people couldn’t access gyms, has taken a blow in recent months over safety fears, mainly concerning its $2,400 treadmill, the Tread+, pictured, which was only released in the US and has been recalled

Jocelyn Ratliffe, 6, suffered from severe abrasions to her legs after being sucked under a Peloton Tread+, her father revealed in April, sharing this photo on Good Morning America

It was dealt another blow following the release of the And Just Like That premiere – with shares tanking 11.35 per cent since the show aired at 12.01am PT in the US. 

US product safety regulator, the CSPC, first raised concerns about the safety of the Tread+, which is not available in the UK, on April 17, and called on Peloton to recall it. 

The death of the six-year-old child had been made public by the company the previous month. 

Regulators said they needed to ‘warn the public quickly of the hazard’ after nearly 40 incidents have come to light of children becoming ‘entrapped, pinned, and pulled under the rear roller’ of the Peloton Tread+. 

At the time, Peloton CEO John Foley resisted this request. 

However on May 5 Peloton announced a US recall on the Tread+ because of these issues, and acknowledged that it had made a mistake in its initial response. 

It simultaneously recalled the Tread, which is available in both the US and UK, due to the Tread’s faulty display, which had fallen off and caused injury.  

Some 12 minor injuries such as abrasions, cuts or bruises linked to use of the Tread had been reported in the UK at the time of the recall. 

The safety of the brand’s popular exercise bikes have also been put under scrutiny.

In 2020, 27,000 Peloton Bikes in the US had to be recalled because of a pedal safety issue. 

The Peloton Tread remains on sale in the US and the UK. The Tread+ is currently not available in the US. It was never revealed in the UK. 

Customers can still shop the Peloton Bike and the Peloton Bike+ in the US and the UK. 

Peloton has explained how children and pets should be kept away from Peloton and other home exercise equipment at all times.

The equipment is not designed for use by children. 


The three-year-old boy suffered third degree burns to his back and sides after he became trapped under a Peloton Tread+ in Brooklyn, New York last year

A three-year-old boy suffered horrific third-degree burns after getting trapped underneath a ‘defective and dangerous’ Peloton treadmill, a lawsuit filed in July claimed. 

Sarah and Ygal Saadoun, of Brooklyn, New York, filed a lawsuit against Peloton in New York State Supreme Court regarding the severe injuries their son suffered. 

They claim their son was sucked under the Peloton Tread+ in July last year 2020. The boy became trapped under the treadmill’s ‘rotating belt’ and it continued to run while he was underneath it, the lawsuit says.  

He suffered third degree burns to his back and sides as a result of the incident. 

The little boy has been left with permanent scarring and disfigurement, as well as ‘shock, emotional distress, pain and suffering’, according to the lawsuit.

The Saadouns argue that Peloton knew, or should have known, that the treadmill was ‘extremely and unreasonably dangerous’. 

Safety regulators had issued a warning about the model back in April, urging people with children and pets to immediately stop using the Tread+ after one child died and dozens were injured.

They released released footage that showed how one boy became trapped head-first under the running treadmill before eventually wriggling free.

The fitness company then recalled about 125,000 of the Peloton Tread+ models and agreed to stop selling them the following month. 

The Saadoun family are seeking unspecified damages from Peloton as a result of the boy’s injuries. 


Peloton co-founded and CEO John Foley shared news of the fatality in a letter addressed to owners of Tread+ in March. He urged customers to exercise caution when using the equipment

In March 2021, Peloton CEO John Foley revealed in a letter to customers that a six-year-old child had died in an accident involving Peloton’s Tread+ treadmill.

No details of the child, their family, or how the accident occurred have been made public. 

However, it did prompt Mr Foley to urge parents to keep children away from Peleton exercise equipment. 

‘While we are aware of only a small handful of incidents involving the Tread+ where children have been hurt, each one is devastating to all of us at Peloton, and our hearts go out to the families involved,’ Foley wrote.

Foley, who is also a co-founder of Peloton, went on to share the company’s standard safety warnings, among them keeping children and pets away from exercise equipment at all times, and removing the safety key from the treadmill at the end of a workout.

‘We design and build all of our products with safety in mind,’ Foley stated. 

‘But in order to help ensure that you and your family members stay safe with Peloton products in your home, we need your help. 

‘This is especially true during what I hope is the final stretch of the pandemic where everyone is still at home.’


In April US federal regulators released a terrifying video of a child being dragged under a Tread+ treadmill as they warned consumers to stop using the equipment. The child, seen bottom right, was pulled under the treadmill while it was in use 

In April US federal regulators released a terrifying video of a child being dragged under a Tread+ treadmill as they warned consumers to stop using the equipment. 

In the harrowing video, a little girl is seen walking on the treadmill which is turned on. 

A little boy then walks behind the exercise machine and picks up a big pink ball. 

He holds the ball toward the back of the treadmill and the ball is seen being pulled under the machine, dragging the boy’s arms with it.

This appears to cause the treadmill to stop moving as the boy’s arms lift the machine slightly off the ground.

The little girl gets off the treadmill and dashes off out of view, while the boy appears to be stuck. 

The treadmill moves again, slowly at first as it appears the boy is trying to resist it moving and pulling him further under the equipment.

At this point, the power of the machine appears to cause the little boy to shake and suddenly the treadmill resumes a faster speed, dragging the boy further underneath to his head.

He continues to be pulled under more and more until only his legs are sticking out as he appears to thrash his legs in an attempt to free himself.

The boy manages to pull himself back out from underneath the treadmill which continues to move and he is seen walking out of view away from the machine. 

Peloton has explained how children and pets should be kept away from Peloton and other home exercise equipment at all times. The equipment is not designed for use by children. 

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