Watch: Mr. Big Is Alive and Well (at Least in New Peloton Ad)

Monday December 13, 2021

And just like that Ryan Reynolds helps out Peloton's tarnished brand.

In a new Christmas ad for the exercise giant, Reynolds' ad agency, Maximum Effort, shows Mr. Big (Chris Noth) alive and well and spending Christmas with real-life Peloton instructor Jess King. Mr. Big died of heart failure at the end of the first episode of HBO Max's "Sex and the City" reboot, "And Just Like That." In the episode, King played the Peloton instructor Allegra, whom Carrie Bradshaw (Sarah Jessica Parker) shades when exiting the apartment with the comment: "Tell that whore Allegra I said bye." Those words would turn out to be the last she would express to her husband.

Reynolds narrates the ad that features the 67-year-old Noth cozying up with King on a sofa before a roaring fire. "To new beginnings," they toast each other while the first movement of "The Moonlight Sonata" aptly plays in the background, reported People Magazine.

"You look great," King, 36, tells Noth, who responds: "I feel great. Shall we take another ride?"

The camera then zooms out to reveal two Peloton bikes behind them, as Reynolds gives a nod to the HBO Max series.

Reynolds then speaks in a VoiceOver: "And just like that...the world was reminded that regular cycling stimulates and improves your heart, lungs, and circulation, reducing your risk of cardiovascular diseases. Cycling strengthens your heart muscles, lowers resting pulse, and reduces blood fat levels. He's alive."

Reynolds also wrote, produced, and filmed the ad himself, along with his production company Maximum Effort, People said.

The ad followed a report from last week that Peloton's stock fell 11% on Friday after the Thursday release of the first two episodes of "And Just Like That."

People reported that Dr. Suzanne Steinbaum, a member of Peloton's health and wellness advisory council and a preventative cardiologist, said in a statement to the Los Angeles Times that she's "sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack," but his heart attack was more likely due to his extravagant lifestyle that included "cocktails, cigars, and big steaks," as well as his previous cardiac event, as opposed to his stationary bike.

"More than 80% of all cardiac-related deaths are preventable through lifestyle, diet, and exercise modifications," Dr. Steinbaum continued. "And while 25% of heart attacks each year are in patients who already had one (like Mr. Big), even then they are very, very treatable."

She concluded: "The lesson here is, KNOW YOUR NUMBERS! It's always important to talk to your doctor, get tested, and have a healthy prevention strategy. The good news is Peloton helps you track heart rate while you ride, so you can do it safely."

This is the second time that Reynolds and Maximum Effort came to the aid of Peloton. "Two years ago, Ryan Reynolds' ad agency, Maximum Effort, exploded onto the global scene with its ultra-timely parody of a Peloton ad that was getting roundly mocked online," reported AdWeek. The ad for Aviation Gin featured actress Monica Ruiz, who became known for the "Peloton wife" meme after looking distressed in the fitness company's commercials, People said.