Peloton Responds To Online Mockery Of Their Weird Ad

Peloton Responds To Online Mockery Of Their Weird Ad

Peloton gave Folger's a brief respite this holiday season by releasing the early front-runner for Most Cringeworthy Christmas Ad of 2019. In case you missed it, Peloton's "The Gift That Gives Back" ad features a beautiful woman receiving the exercise bike (that costs $2,200) from her husband and then embarking on a year-long workout journey that by the next year leaves her just as beautiful, yet emotionally changed in a magical way.



The ad was, to put it lightly, not well received. At the time of writing, it has dislike-like ratio over 2-1, and it has been ruthlessly parodied and meme'd online. The negative press caused Peloton's stock to drop as much as 6%. To combat this, Peloton wrote in an email:

“We constantly hear from our members how their lives have been meaningfully and positively impacted after purchasing or being gifted a Peloton Bike or Tread, often in ways that surprise them. Our holiday spot was created to celebrate that fitness and wellness journey. While we’re disappointed in how some have misinterpreted this commercial, we are encouraged by -- and grateful for -- the outpouring of support we’ve received from those who understand what we were trying to communicate.”

They also shared three emails and a Facebook post they've received in apparent support of the ad, all of which read like they were written by an adman's conception of Real People. For example, here's Facebook user Heather Haworth saying, "I see a woman who, at the end of the year, is surprised and thankful for the gift that is Peloton."


Heather Haworth shared a link. 25 mins Peloton Holiday Ad: When I see that ad, I see a woman who is lovingly gifted a Peloton bike because it is something just for her. Already a working professional, devoted mother and wife, I see a woman who is trying to juggle it all - sometimes successfully and sometimes (perhaps only to her) not so successfully. I see a woman who is concerned that she has been given a bike just for her and is concerned will she be able to make time in her already busy life to honor the gift that has been given to her? I see a professional woman with little time for herself who becomes surprised that she can find a small amount of time for herself to work out and I see a woman who, with the Peloton community, she is surprised that she looks forward to it, and loves it. I see a woman who, at the end of the year, is surprised and thankful for the gift that is Peloton, the community and the accomplishment that she achieved to be **healthier** both physically and mentally. I did not ever see an already slender woman who wanted to lose weight. I love this ad, because, in it, I see me. #iamthepelotonwoman #socalHH YOUTUBE.COM The Gift That Gives Back | Peloton Bike Commercial This holiday, give your loved ones the opportunity to discover their..

They also shared emails from "Ally" and "Rich," both of whom offered words of encouragement in slightly uncanny ways. "Ally" said, "the first time I saw (the Peloton commercial), I thought, 'That is a sweetly portrayed ad.'" She also said she hopes the "awesome, skilled marketing team" at Peloton keeps their heads up. "Rich," in a bit of heartbreaking irony that's too on-the-nose to be parody, wrote, "My wife and I love your ad and if we could afford (a Peloton bike) we'd absolutely buy one ourselves." He added, "Every time your ad airs, my wife and I look at each other and say we wish we could get one."


PELOTON Peloton Ad Encouragement 1 message Ally To: "press@onepeloton.com" <press@onepeloton.com> Tue, Dec 3, 2019 at 11:13 AM Hi there! I just read an article receives a Peloton bike from her husband for Christmas. All I wanted to do was send an email of encouragement in a world where people are very heavy with their criticism and very light with their praise. I think it is a thoughtful commercial, the first time I saw it I thought, "that was a sweetly portrayed ad". I'm sorry for any and all of the negativity that has been spread because of this holiday marketing ad. I'm sure Peloton has an awesome, hard working, and skilled team of marketers - I hope they keep their heads up! out all of the pushback Peloton been receiving about the airing commercial the woman wl This email may not even get to anyone, which is totally okay! I just wanted to spread a little brightness and positivity, I think Peloton is awesome! I'm hoping I get one for Christmas myself. Merry Christmas, Ally PELOTON Peloton support of ads 1 message via Press <press@onepeloton.com> 'Richard Tue, Dec 3, 2019 at 2:18 PM Reply-To: RIchard To: press@onepeloton.com Hello, I just wanted to say that I think all these people hating on your ad are ridiculous. It's a bunch of nonsense. My wife and I love your ad and if we could afford one would absolutely buy one ourselves. My wife is in great shape, but just like many other women, wants to lose a few extra pounds just to feel her best about herself. Me, lol, well I'm just fat because I don't have time to go to the gym with my schedule. lol. Every time your ad airs we both look to each other and say we wish we could get one. I would absolutely buy one for her for Christmas and she would know l'm not saying anything negative or sexist by it. It's what she wants. There's nothing wrong with getting your spouse what they want for Christmas as far as I recall. honestly think more people would do the same if they could afford to. Anyhow, this may never get read at all anyhow, but it annoyed me enough to write you in support. Lol. Rich

So there you have it. The next time you think about mocking Peloton's ad, know that Real People are out there thinking "what a sweetly portrayed ad" and "I wish we could afford that and each time it airs my wife and I curse our tight financial situation." Not so funny now, is it?




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