# Peloton's And Just Like That response ad

> Peloton's Mr. Big reply drew a reported 4.6 million Twitter views before its withdrawal.

- Owner: Peloton; Maximum Effort (creative and production)
- Kind: Campaign
- Sector: Health & fitness
- Seed date: 2021-12-12
- Milestone date: 2021-12-16
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 25 (Niche), v1.3
- Mechanics: Newsjacking, Platform jump, Press loop, Controversy

## Summary

Peloton answered Mr. Big's TV death with Chris Noth and Jess King on December 12. Tubular reported 4.6M Twitter views in three days. Peloton withdrew the ad on December 16 after allegations against Noth, which he denied.

## Timeline

- 2021-12-09 — HBO Max (TV) — And Just Like That premiered with Mr. Big dying after a Peloton workout.
- 2021-12-10 — Variety / Dr. Suzanne Steinbaum (Press) — Variety published Peloton's statement blaming Big's lifestyle and previous heart trouble.
- 2021-12-12 — Ryan Reynolds / Maximum Effort (X) — Reynolds posted Unspoiler Alert, showing Chris Noth alive with Peloton instructor Jess King.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/mcp#api).

Canonical URL: https://howitspread.com/cases/peloton-and-just-like-that-response

Cite as: How It Spread (2026). “Peloton's And Just Like That response ad.” Case HIS-01733. Spread Score v1.3: 25/100. Updated 2026-10-26. https://howitspread.com/id/HIS-01733