How did Peloton become the biggest Sex and the City reboot story?


Warning: this story contains major spoilers for the first episode of And just like that …

I just finished the first episode of And just like that …, new Sex and the city reboot, and – well, that was unexpected.
It’s pretty impressive that amid a slew of insignificant references to the actual drama with Kim Cattrall, awkwardly portrayed on the show as fictional dirty laundry, Samantha’s absence isn’t even her biggest controversy. In a way, that honor goes to – spoiler alert – a stationary bike.

Chris Noth as Big and Sarah Jessica Parker as Carrie in the first episode of the Sex and the City And Just Like That revival ….Credit:HBO Max

I can’t believe they did this to Big.
Neither Peloton, the exercise equipment company whose surprise cameo killed one of the show’s most beloved characters. It’s the kind of wild advertising saga you might find dissected on Gruen.

Should we see it again for: a) those who haven’t seen the scene yet, and b) the giggles?
Totally. In the opening episode of the series, we find Carrie (Sarah Jessica Parker) and Mr. Big (Chris Noth) in Domestic Bliss. They cook salmon and asparagus dinners together, dance around Todd Rundgren, and dreamily gaze at each other in moments of distracted serenity. But one night, Carrie leaves Big home alone to attend Charlotte’s daughter’s piano recital – and Big, after a quick workout on a Peloton exercise bike, dies in the shower of a heart attack.

I know the new series is about old white people issues (their fear of offending people of color, people of diverse genders, podcast hosts, and fries), but it’s such a banal death.
It’s so tangible that Shane Parrish’s death from a rusty nail looks like the Tony Montana massacre at the end of Scarface. But at this point complaining that Sex and the city is stupid, it’s like complaining that the words of Alanis Morissette Ironic It doesn’t make sense: yes, we all know that and we’ve already had twenty years or so to come to terms with that, forget it.

So is Peloton’s inclusion in the episode just another example of what sales managers of the past decade would have called “native advertising”?
Considering Peloton’s shares plunged 11.3% immediately after the episode aired, they’re unlikely to be in the “Hey, our exercise bikes could kill you!” point of the plot. In fact, the company has struggled ever since.


Oh wow, that’s funny.
On Friday, a company spokesperson said Buzzfeed News that while they knew Peloton’s exercise equipment would be featured in the series premiere, they weren’t aware of the larger context surrounding the appearance. Another statement from one of the company’s representatives blamed the death on “Mr. Big’s extravagant lifestyle – including cocktails, cigars and big steaks.” “These lifestyle choices and perhaps even his family history, which is often a significant factor, were the likely cause of his death. Riding his Peloton bike may even have helped delay his cardiac event, ”the statement said.

What did Chris Noth say about all of this?
Funny you should ask. Today, he appeared in a new commercial for Peloton’s bikes, alongside real-life Peloton instructor Jess King who played Big Allegra’s virtual instructor in the episode, touting Big’s resurrection. “And just like that, the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation, reducing your risk of cardiovascular disease. Cycling strengthens your heart muscles, lowers the resting heart rate, and reduces blood fat levels. He is alive ”, quickly tells the voice over of the advertisement.


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