The simulator manufacturer responded with a parody video to the plot from the sequel to the cult series.
US exercise equipment manufacturer Peloton reacted to a mention of its products in the first episode of the Sex and the City sequel, which saw the company's stock lose about 17% in value in two days.
Peloton released a commercial filmed in New York parodying a scene from the new TV series Just Like It.
In one of the scenes of the first episode, the hero of the series, Mr. Big, died after training on the Peloton simulator. The airing of the episode was reflected in Peloton stock prices, which accelerated their decline. Over the past year, the company's securities have already lost 75% in price. Since the beginning of the year, the company has been facing a drop in demand for equipment amid an outflow of customers to traditional fitness clubs. In addition, Paloton shares came under additional pressure due to scrutiny by regulators.
“I'm sure Sex and the City fans, like me, are saddened by the news that Mr. Big died of a heart attack. He led a lifestyle that many would call extravagant - cocktails, cigars and big steaks - and was at serious risk as he already had a heart attack in the sixth season, ”commented Dr. Suzanne Steinbaum, member of the Peloton Health Advisory Board.
In the released video, the company beat the scene shown in the series, bringing some dark humor to it. In the story, the Peloton instructor sits next to Mr. Big, who is getting up after falling off the machine, and asks if he would like to take another session. To this the hero of the video replies: “I feel great. Maybe we can ride again? Life is too short not to do it.” The video contains fragments from the first movement of Beethoven's "Moonlight Sonata" #14.
Actor-director Ryan Reynolds goes on to say in voice-over: “And so the world was reminded that regular cycling stimulates and improves heart, lung and circulation… Cycling strengthens the heart muscles, lowers resting heart rate, and lowers blood fat. He's alive."
Thus, the company felt it necessary to remind consumers that fitness at home can improve health, despite the fact that the series showed a scene with complications amid intense training.