Peloton: The Gift That Gives Back
Campaign · 2019
Peloton's holiday spot drew parodies as its shares fell 9% in a day.
Clue Heywood
@ClueHeywood · Nov 25, 2019
Look I don’t want to be “The Peloton Ad Guy” anymore but the newest commercial about the vlogging 116 lb woman’s YEARLONG fitness journey to becoming a 112 lb woman who says “I didn’t realize how much this would change me” is just ri-god-damn-diculous. Come on.
Good Morning America
@GMA · Dec 6, 2019
Actor in the viral #Peloton ad speaks out. “That’s not who I am.” @ReeveWill has more. gma.abc/2LsTb8Q
Spread Score
How it worksNumbers
- Peak proxy date
- Week of Dec 2, 2019
- Nov 4 ’19 to Week of Dec 2, 2019
- Platforms
- 5
- Started on TV
- Origin
- Mixed
- Health & fitness
How it spread
Trace the originPeloton aired a paid holiday spot before Reddit and Twitter users criticized it. Reposts and parodies drew press coverage as shares fell. Aviation Gin hired the same actress for a follow-up ad.
Proxy date; not a directly measured attention peak. Some dates are known only to the week, month or year.
Timeline (15)
November 2019
u/the_one_true_wilson platform jump · Nov 15 ’19
A Reddit user shared the ad in r/CommercialsIHate and criticized its vlog format.[5]
Join free to see why it worked and the other 12 events. Free, on every case.
Do this
- 1Test the gift recipient's agency as well as the product promise.
Every number (7)
- Sam's Twitter repost of the ad; historical counter“more than 2.5 million views”2.5M[4]
Press (12 outlets)
- Dec 2, 201928 days in
Business Insider · Peloton Holiday Commercial Is Sparking Hate, Confusion From Watchers - Business Insider
You’ve seen 1 of 4 steps, 1 of 7 numbers and 1 of 12 outlets. Pro opens the rest, with all 19 sources.
