"Sex and the City" fans were served a major surprise at the end of the first episode of the new sequel series, "And Just Like That..." -- and Peloton was at the center of the plot point.
Now, the fitness company has responded with the help of Chris Noth in the form of a new ad featuring the actor.
In the revival, Mr. Big, husband to Sarah Jessica Parker's Carrie Bradshaw, dies of a heart attack after his regular workout on a Peloton bike. Having suffered from heart-related issues throughout the series, Big (played by Noth) collapses in the shower, where Carrie returns home to find him, and he dies in her arms.
In the newly released 30-second ad, which is narrated by actor Ryan Reynolds, Noth appears by the fire alongside real-life Peloton instructor Jess King, who played a cycling instructor, Allegra, in the show.
"To new beginnings," Noth says.
King, as Allegra, responds, "To new beginnings... you look great."
Noth then shares: "I feel great -- should we take another ride? Life's too short not to."
And just like that...he's alive. pic.twitter.com/bVX8uWypFZ
— Peloton (@onepeloton) December 12, 2021
Then Reynolds voiceover comes in with, "And just like that, the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation ... Cycling strengthens your heart muscles, lowers resting pulse and reduces blood fat levels. He's alive."
The shocking scene in "And Just Like That..." also prompted Peloton to respond with a statement when the premiere aired last week, apparently to disabuse anyone of the notion it was their bike that caused his demise.
"I'm sure 'SATC' fans, like me, are saddened by the news that Mr. Big dies of a heart attack," Dr. Suzanne Steinbaum, a member of Peloton's Health & Wellness Advisory Council, told The Los Angeles Times in a statement. "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," she added.
About 25% of heart attacks annually occur in people who have already had one, according to the Centers for Disease Control and Prevention, and one study indicated that a healthy lifestyle may prevent 80% of sudden cardiac deaths.
"And Just Like That..." premiered on HBO Max Thursday. The 10-episode series airs through Feb. 3.
