The photo was taken by Amelia Krales.
After the company's stock plummeted in reaction to events on the TV show over the weekend, a commercial for Peloton was created in less than 48 hours.
There is a major plot point from the first episode of And Just Like That.
The plot point in question was the sudden death of Mr. Big, who had a heart attack after working out. Jess King, a real-life instructor at Peloton, played the character that led that workout.
King was approved for the show, but it didn't know about Big's death. Jessica Kleiman, the VP of global communications at Peloton, told The Verge that they were not aware of the plotline. This was a casting opportunity for one of our instructors for an acting role, not an official brand integration or product placement.
The company has responded with a commercial in which Noth suggests the pair take another ride. Ryan Reynolds reassured viewers that regular cycling stimulates and improves their heart, lungs, and circulation, reducing their risk of cardiovascular diseases. Before concluding that he is alive, cycling strengthens your heart muscles, lowers resting pulse, and reduces blood fat levels.
Kleiman said that the commercial was filmed over the weekend in collaboration with Ryan Reynolds and his marketing company, and that the whole thing came together in less than 48 hours.
It is an impressively quick turn around, so quick that you would be forgiven for suspecting the whole back and forth is a bit of orchestrated viral marketing, but Peloton and Ryan Reynolds do have prior form here. The same actress, Monica Ruiz, appeared in a commercial for Reynolds' Aviation Gin, two years after the release of the famous "Peloton Wife" advert.
The difficulties of Peloton go far beyond the fictional plot-lines. During the Pandemic, the company's stock surged as more people were forced to work out at home, but enthusiasm for its products waned. There are real and tragic problems with its equipment. A six-year-old died after being pulled into the treadmill that was recalled.
