Peloton halts ‘Sex and the City’ ad with Chris Noth

Created in just 48 hours with Ryan Reynolds’ agency Maximum Effort, the epilogue-style ad had been lauded in the marketing world as a successful reaction to what could have been a cautionary tale for the fitness brand, which saw its bike linked to Mr. Big’s death on “And Just Like That…”, the “Sex and the City” HBO Max reboot. 

Many praised Peloton for being part of the conversation rather than taking a brand hit. On Ad Age Remotely, Dara Treseder, senior VP and global head of marketing and communications, said the approach could pave the way for the future as brands stive to move at the speed of cultural moments, calling it “fast-vertising.”