The manufacturer of connected exercise bikes Peloton counterattacked after the death, in the series "
Sex and the City
", of a character who had just used a device of the brand, by staging the actor in question in a commercial.
In the first episode of what is the equivalent of the seventh season of the cult series, John Preston, better known by the nickname Mr. Big, collapses moments after a workout on the stationary bike and dies, victim of a heart attack.
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The event, which will be worth to his companion, the heroine Carrie Bradshaw, the replica that has become the title of this new season ("
And Just Like That
"), went around the world and sharply lowered the price of the action. by 5.37% on Friday's session alone (the episode first aired Thursday night).
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Peloton first attempted a first response by reacting, in the tone of humor, the cardiologist Suzanne Steinbaum, who explained that the death of Mr. Big was undoubtedly due to a poor hygiene of life and, perhaps , to a family history, but certainly not to the exercise bike.
Determined to drive the point home, the firm headquartered in New York then posted an advertising spot on Sunday featuring Chris Noth, who plays Mr Big on the screen.
"You look well"
"
A new start
", launches the actor to a woman with whom he is sitting on a sofa in the comfort of a plush living room.
"
You look good
", replies the one who could be his companion but who is not Carrie Bradshaw (played by Sarah Jessica Parker).
"
How about a little more
" bike ride ?, suggests Chris Noth.
"
Life is too short,
" he adds, a reply that clearly refers to the "
SATC
"
episode
.
In case the parallel is not obvious enough, a voiceover then says: "
And like that (French translation of the season title of Sex and the City, editor's note), we remind the world that cycling regularly improves functioning. your heart, lungs and blood circulation, which reduces the risk of cardiovascular disease.
"
And the voiceover punctuates, in reference to Chris Noth: “
He's alive.
"
In electronic trading prior to the opening of the New York Stock Exchange, Peloton stock was up 1.48%.