Ryan Reynolds Played Key Role In Peloton’s ‘Sex and the City’ Response Ad

Now entering the And Just Like That Peloton discourse: Ryan Reynolds. On Sunday, Peloton struck back at the Sex and the City reboot after the company’s iconic fitness bike played an unfortunate role in the December 9 premiere’s tragic twist. After Carrie Bradshaw’s (Sarah Jessica Parker) husband Mr. Big (Chris Noth) suffered a fatal heart attack right after completing a vigorous Peloton workout, the company poked fun at its ensuing PR crisis by releasing a new ad starring Noth himself. And Reynolds played a key role in making it happen

Peloton reportedly didn’t know about the Mr. Big twist ahead of time (per Buzzfeed News), making its ability to release a response commercial just three days later all the more impressive. According to The Hollywood Reporter, Reynolds’ marketing company Maximum Effort, produced the TV spot. Reynolds also performed a voiceover praising the health benefits of Peloton.

Reynolds told THR that Maximum Effort and Peloton were actually considering a collaboration before all the Sex and the City drama went down. “I literally met Dara [Treseder, Peloton’s CMO] for the first time on December 1,” he said. “We try to do these things in a way where everyone wins — Peloton, Chris, and the show itself.”

Peloton certainly needed a win — the company’s stock reportedly dipped after And Just Like that premiered (per Yahoo Entertainment). So Maximum Entertainment and Peloton got to work, and began filming the commercial just 24 hours later. “Chris was in right away but it was a whirlwind. For all of us,” Reynolds added.

The spot has since received over a million views, adding yet another dimension to the great Peloton debate of 2021. Samantha Jones may have left Sex and the City‘s beloved friend group to do PR in London, but maybe Reynolds’ marketing expertise will leave her questioning her decision after all.

Where to watch And Just Like That