sex and the city and just like that peloton big

Peloton Just Dropped An Ad With Mr. Big Himself In Light Of THAT ‘Sex And The City’ Scene

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Sex and the City’s 10-part TV reboot And Just Like That only dropped days ago but there’s already plenty of drama is going down off-screen.

FYI: this story features a major spoiler from the premiere, so you’ve been warned OK!

At the end of And Just Like That’s first episode, Mr. Big is showering after using a Peloton exercise bike when he suffers a heart attack. Big collapses and Carrie arrives just in time for him to die in her arms — but not in time for her to dial 911 apparently?!

After the brand was mentioned in the pivotal scene, Peloton’s stock fell by a whopping 11.3%. The company have said that while they approved the brand’s cameo in And Just Like That’s premiere, they didn’t know the nature of the scene the bike would be used in. Awkward!

In an attempt at damage control, the company quickly issued a statement to defend its product. “I’m sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack,” Dr. Suzanne Steinbaum, a member of Peloton’s health and wellness advisory group, said.

“Mr. Big lived what many would call an extravagant lifestyle — including cocktails, cigars, and big steaks — and was at serious risk 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.”

Now the brand has gone one step further. Four days after the first episode dropped, Mr. Big himself (aka Chris Noth) has appeared in an ad for the company. There’s no denying that the ad is absolutely an attempt to reclaim the narrative and paint Peloton in a more positive light. A voiceover even says at one point, “And just like that, the world was reminded that regular cycling stimulates and improves your heart, lungs, and circulation.”

Yep, it’s about as subtle as a sledgehammer. Watch it for yourself below:

Another noteworthy cameo in the ad is Peloton instructor Allegra, who is mentioned in the And Just Like That premiere. She sits with Noth as they toast to “new beginnings,” before he suggests that they both “take another ride.” It feels oddly sexual — and I’m sure Carrie wouldn’t be happy about it! Hasn’t she been through enough?!

The ad concludes with a voiceover saying that, “Cycling strengthens your heart muscles, lowers resting pulse, and reduces blood fat levels,” before weirdly adding, “He’s alive.”

If you say so, Peloton!