And just like that — Peloton’s ad featuring Chris Noth is gone.
The exercise equipment company had rushed out a tongue-in-cheek ad featuring the actor, following his character’s untimely death in the first episode of HBO Max’s “And Just Like That,” a revival of “Sex and the City.” Noth’s Mr. Big collapsed after a 45-minute workout on a Peloton Bike, suffering a fatal heart attack.
On Thursday, Peloton deleted the video and all social media posts with the Noth ad. That came after news broke that two women accused Noth of sexual assault; Noth has denied the allegations, asserting that the encounters were consensual.
Ryan Reynolds, who spearheaded the Peloton ad through his Maximum Effort marketing agency, also deleted his tweet promoting the ad.
Peloton has not responded to Variety requests for comment.
The Reynolds-produced ad, which was shot in Tribeca, featured Noth and Peloton cycling instructor Jess King — who appears in “And Just Like That” as “Allegra” — cozying up on a couch in front of a fire. “To new beginnings,” Noth says. Reynolds provided a voiceover at the end of the 38-second spot to explain why cycling is good for you and concludes, “He’s alive!”
After the “And Just Like That” episode aired, Peloton’s stock dropped. The company went into spin control, releasing a statement from its cardiologist pointing to Mr. Big’s “extravagant lifestyle — including cocktails, cigars and big steaks” rather than his use of the Peloton equipment for the likely cause of his death.