Here is an ad that does my heart good — and saves me the pain of watching even one second of the new Sex and the City reboot.

Apparently Mr. Big (Chris Noth) dies in the first episode after training on his Peloton stationary bicycle. There were reports that the fitness company had no idea their product would be used in this way, and that as a result of the untimely death in the series premiere, shares in the company rode straight into the ditch.

Now Peloton is all over social media with a clever and speedy way to turn lemons into lemonade. The 37-second video, titled, “Unspoiler Alert,” shows Big, fit and alive and in front of a fire with Petoton trainer Jess King. He glances back at his bike and suggests another ride. She seems into it.

The suggestion is that Big faked his death just to get away from Carrie Bradshaw (Sarah Jessica Parker). The voiceover by Ryan Reynolds (his ad agency, Maximum Effort, produced the spot), tells us that peddling a Peloton “strengthens your heart muscles, lowers resting pulse and reduces blood fat levels. He’s alive.”

Noth, who quickly agreed to the project, therefore picks up a big checque for playing Big AND for playing Big again is a rescue campaign. Brilliant.

Follow this link to Adweek magazine, which has the whole story from Reynolds on how this ad came together within 48 hours.


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