Well, we have arrived. If this is the Metaverse, we'd like to unsubscribe please! Peloton is making a very strong case of pleading not guilty of being Mr. Big's cause of death in the new Sex and The City reboot, And Just Like That; after he keels over in the very first episode and passes away from a heart attack after jumping off his thousandth, vigorous session on a Peloton bike.
In the aftershock of Big having actually died straight off the bat, Peloton had a PR crisis to manage for the beloved, but absolutely fictional character's death, and has swiftly sprung into action to defend its product, which the brand reportedly knew would be featured in the new series, to what end, was unfortunately apparently unknown.
While the debate of what killed him was briefly touched on in a conversation between Steve and Miranda in the second episode, where, while getting ready for his funeral, Steve wonders, why Big, who had a known heart condition, was even riding “that bike.” To which our beacon of sensibility and reason, Miranda, argues that the Peloton wasn't actually responsible for his death (perhaps it would be a good time to look to Carrie, who did a total of nothing to save him while he was in his last moments, and only called 911 when he was definitely not breathing) by noting tha t“He was on that bike for over a thousand rides,” she says, again conspicuously not using the word “Peloton.” “He got the OK from his cardiologist. Exercise is good for the heart.”
Peloton cardiologist Dr. Suzanne Steinbaum agrees with Miranda's sentiments, noting in a statement via E! News, “I’m sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack,” she said. “Mr. Big lived what many would call an extravagant lifestyle — including cocktails, cigars, and big steaks — and was at serious risk as he had a previous cardiac event in season six.” Ah yes, the fictional lifestyle that the fictional character lived until his fictional death was likely the deciding factor of his being written out.
“These life choices and perhaps even family history, which often is a significant factor, were the likely cause of his death,” the cardiologist continued, adding, “Riding his Peloton Bike may have even helped delay his cardiac event.”
One would think such a statement would have put this all to bed, but not on Peloton's watch. Just 48 hours after the show aired, in an absolutely bezerk move, Peloton has produced an advertisement starring Chris Noth as a back-from-the-dead (or is it in the afterlife?) Mr. Big and his beloved Peloton trainer Jess King, who appeared as an instructor in the first episode of And Just Like That. The two are seen sitting by a fire, and toast to “new beginnings”. “Shall we take another ride?” Noth asks, “Life’s too short not to.” Quite the statement from the guy who died right after riding one just 48 hours prior!
Ryan Reynold's (?!) voiceover then kicks in, saying “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.”
True to form, we are once again blindsided by Big. Not once, but twice. The below responses from Twitter sum up how we feel about the whole debacle quite well.
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Peloton on 8 Dec: Yay, we have a product placement on #AndJustLikeThat
Peloton on 9 Dec: pic.twitter.com/Zozf9ngblm
— Ross Purves (@RossSPurves) December 9, 2021
Peloton released an ad faster than Carrie bothered to dial 911. https://t.co/bEXdt7syaV
— Lil Uzi Hurt (@lostblackboy) December 12, 2021
— jo (@twiiterlessjess) December 10, 2021
(@drluyo) December 10, 2021
— Kate Abel (@kateabel) December 9, 2021
But when will Peloton resurrect Bobby Fine in an ad? pic.twitter.com/3XMybknlNr
— Brown Anthony Ring-ting Tingle-ing (@anthelonious) December 13, 2021
when I see a Peloton pic.twitter.com/vLrkcvMEWU
— Alex Shephard (@alex_shephard) December 10, 2021