What's the story behind *that* Peloton ad?
It turns out that the company shot the whole thing in 36 hours after their stock took a hit - with a little help from Ryan Reynolds. trib.al/jfN3QQQ
It turns out that the company shot the whole thing in 36 hours after their stock took a hit - with a little help from Ryan Reynolds. trib.al/jfN3QQQ
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… which sent shares in the fitness product tumbling. 
Their solution? A rapid response ad pulled together by a Hollywood heavyweight.
December 9 📅
Just hours after the first episode airs, Peloton CMO Dara Treseder, who is already working with Ryan Reynolds on another business project, reaches out to the actor for help.
December 9 📅
Just hours after the first episode airs, Peloton CMO Dara Treseder, who is already working with Ryan Reynolds on another business project, reaches out to the actor for help.
December 10 📅
The next day, the wheels are already in motion on the advert, and filming begins to take place with Chris Noth in Tribeca, New York.
The next day, the wheels are already in motion on the advert, and filming begins to take place with Chris Noth in Tribeca, New York.
December 10-11 📅
The clip is put together in the editing suite, with all hands on deck to get the footage together in less than a 12-hour period
The clip is 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.
It goes viral.
The advert drops on Peloton’s Instagram, just three days after the episode first arrived on HBO Max.
It goes viral.
https://twitter.com/onepeloton/status/1470132497170239496?s=20
Reynolds’ marketing company, Maximum Effort - as well as his willingness to provide the voiceover - were vital to the ad’s quick turnaround.
‘Even though we edited for less than 12 hours, we went through quite a few permutations,’ the actor explains.
‘Ultimately, we wanted to include the litany of benefits of biking because we thought it was funny.’
‘Ultimately, we wanted to include the litany of benefits of biking because we thought it was funny.’
HBO had no input in the clip either, which saw Big joke about ‘taking another ride’ with instructor Jess King in close proximity to his Peloton. metro.co.uk/2021/12/14/pel…
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