Spoiler alert: This story contains a major plot development in the Sex and the City reboot And Just Like That.
Fitness equipment maker Peloton is not shy from controversy and has been in the has offered a humorous response after the brand featured in the HBO Max show.
If you watched HBO Max’s And Just Like That, the sequel to the iconic series Sex and the City, can affirm, there are some scenes involving Peloton that could cause the wrong impression.
Peloton thought the same and basically decided to rewrite that part of the story.
At the end of last week, the firm's shares slumped after a key character died while using one of the company's exercise bikes.
In the very first episode of And Just Like That John James Preston, more commonly known by his nickname Mr Big - the on-off partner and eventual husband of Sarah Jessica Parker's Carrie Bradshaw - died after suffering a heart attack during a workout on a Peloton.
The company approved the show's use of its bikes but said it was not told that Mr Big, played by character Chris Noth, would die after the workout. Which seems like one detail that would have been helpful to the company!
But Peloton has now released an advert that brings the character back to life.
In its new video “He’s Alive,” we see Chris Noth and Peloton instructor Jess King sitting on a couch in front of a fire with dramatic music playing in the background.
In an alternate universe, it would seem like Big had escaped with “that whore Allegra,” Carrie Bradshaw’s affectionate name for the Peloton instructor played by King in And Just Like That.
The company's shares have slumped by more than 16% since the show first aired on 9 December.
Peloton responded by saying said that Mr Big's lifestyle and family history was the likely cause of his death and using one of its exercise bikes "may have even helped delay his cardiac event."
But the jury is still out whether this was a PR stunt gone bad with some major damage control or was planned all along - what are your thoughts? And how did Peloton get Mr Big to star in the new ad so quickly?
Our PR skeptics are in full force and the jury is still out on this one!