When
the controversy broke out about the Peloton ad, Sarah Mahoney of mediapost.com
noted that her first impression upon seeing the commercial was that it was
unlikely to be successful. (Mahoney, 2019)
I realized
belatedly that I too had seen it, but not remembered it because 1) I am not in
the market for an exercise bike and 2) the ad was meh.
So it
may just turn out to be a stroke of good luck that Peloton got a much needed PR
boost from people who are unlikely to ever be users of their product. And what a boost it is. Eva Victor's parody of the commercial on
Twitter has over 3 million views. (Ortiz,
2019)
Then
Ryan Reynolds put his own twist on it for Aviation America Gin. And just how much do you think that mention
on Saturday Night Live was worth? (Hsu,
2019)
In one
of the many articles written about Peloton since the controversy erupted, I
read something interesting, which sadly I cannot attribute, but will paraphrase
and share anyway. "My Twitter
friends are outraged. My Facebook
friends have no idea what's going on. And my Instagram friends all want a bike."
Yeah. That sounds just about right to me.
Mahoney,
S. (2019, December 8) What The Peloton
Backlash Says About the D2C Universe. mediapost.com. Retrieved December 18, 2019, from
Ortiz,
A. (2019, December 3) Peloton Ad Is
Criticized as Sexist and Dystopian. nytimes.com.
Retrieved December 18, 2019, from https://www.nytimes.com/2019/12/03/business/peloton-bike-ad-stock.html
Hsu,
T. (2019, December 9) Peloton's Cringe-y
Ad Got Everyone Talking. Its C.E.O. Is Silent. nytimes.com. Retrieved
December 18, 2019 from https://www.nytimes.com/2019/12/09/business/media/peloton-ad-ryan-reynolds.html
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