Peloton have poked fun at the Sex and the City reboot, And Just Like That, with a cheeky advert.
The American exercise company’s shares drastically fell after Carrie Bradshaw’s husband Mr. Big died of a heart attack after an intense workout on one of their bikes during the first episode.
On Sunday, Peloton released a new commercial which showed actor Chris Noth as Mr. Big sitting next to Jess King – who played the instructor overseeing his final class – on a couch and drinking wine.
He’s heard saying: “To new beginnings,” as he toasts to Jess, who tells him: “You look great.”
Mr. Big then says: “I feel great,” before asking her: “Do you want to take another ride? Life's too short not to.”
The frame then shows two Peloton Bikes behind them, as actor Ryan Reynolds does a voiceover, saying: “And just like that… the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation, thus reducing your risk for cardiovascular diseases.
“Cycling strengthens your heart muscles, lowers your pulse and reduces blood fat levels.” He then simply adds: “He's alive.”
It comes after fans were left devastated by Mr. Big's sudden death.
The premiere episode showed Mr Big frequently referring to Allegra, his favourite Peloton instructor, who was portrayed by Jess, a real-life instructor for the brand.
As the episode drew to a close Carrie was seen attending a piano recital for pal Charlotte's daughter, while Big began a ride on his Peloton bike.
Having concluded his workout he headed off to have a shower, but panic struck when he suddenly clutched his shoulder and collapsed on the floor.
Carrie then said in the voice over: "And just like that Big died."
The scenes shocked fans, having watched Carrie and Big's love story unfold throughout the entirety of Sex and the City and the two follow-up movies.
Dr. Suzanne Steinbaum, a cardiologist from Peloton's health and wellness advisory council, issued a statement defending the company's exercise bikes after watching Big's on-screen fatal heart attack.
Dr. Steinbaum wrote: “I’m sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack.
"Mr. Big lived what many would call an extravagant lifestyle – including cocktails, cigars, and big steaks – and was at serious risk as he had a previous cardiac event in Season 6. These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death.
"Riding his Peloton bike may have even helped delay his cardiac event."
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