fbpx

The Peloton Ad Controversy Just Got Way More Interesting Now That the Actress Has Appeared on the Today Show With Ryan Reynolds

The Peloton Ad Controversy Just Got Way More Interesting Now That the Actress Has Appeared on the Today Show With Ryan Reynolds

This has gone beyond meta. I've been following the Peloton ad controversy for the past week, curious to see how the most brilliant ad campaign in

Job Hunting? A Google Executive Says to Use This 3-Part Resume Formula to Stand Out
5 Entrepreneur Myths You Have to Kill to Succeed
14 In-Demand Skills You Can Learn Online NOW

This has gone beyond meta.

I’ve been following the Peloton ad controversy for the past week, curious to see how the most brilliant ad campaign in the history of the web plays out. (By the way, it is also the worst ad campaign in the history of the web at literally the same time.)

If the goal is to make Peloton a household name, it’s working.

If the goal is to have that name uttered in positive terms, it’s not working.

As some background: The ad features a wife who takes up the challenge presented by her husband (since he bought her the bike) to exercise more. She has a pained expression that anyone who has ever exercised will recognize immediately.

After the ad made the rounds on television, barely anyone noticed.

Then, it dropped on YouTube and on Twitter. Here it is:

[embedded content]

Major cultural moment.

The Twitter response was loud and caustic, making some bold claims about interpersonal relationships, fad diets, extreme workouts, and motivational psychology. I happen to think the wife in the ad, played by actress Monica Ruiz, does look a little nervous.

Here’s where it goes beyond meta. The “wife” in the ad is depicted as someone who needs moral support and guzzles down a glass of gin.

If you have ever seen the show Black Mirror, this could be an episode. Actually, I’d argue it is even more revealing about culture than any Black Mirror episode. 

What’s so interesting from a branding and advertising standpoint is that the actress who played a part in the controversial commercial has now become an iconic figure. I think she’s as confused about all of this fame we everyone else. It’s also interesting because Peloton no longer has anything to do with this. And, I’m curious how social media users will respond because the Today show is a network television show. The post on the Today show feed is not getting any traction so far, as social media marketing experts would say.

So what does Ruix think? She told the Today show that she didn’t hear from hardly anyone when the commercial first aired on television, just friends and family. Then the comments started, which can only happen online. Ruiz said she started reading the comments and realized they were negative and stopped. She thought it would all blow over.

Er, not anytime soon.

Ruiz said she thinks it was how she looked worried. “It was my face, it all exploded from there,” she joked. As far as creating a moment, it has worked well for Ruiz.

“I hope that people can just see me as an actress. I hope people can remember I am not actually the Peloton lady,” she said. 

My view is that this will eventually stall out, and even that Peloton will rebound–mostly because the product will be judged on its value and not on one ad.

At the same time, those who do marketing are going to think seriously about ad perception now and even how the real actors portrayed in the commercials might also go meta.

How that plays out is still unknown.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

This article is from Inc.com

Do You Enjoy This Article?
Sign up for our newsletter and receive FREE access to download SuccessDigest Digital Weekly Edition for attainment of your financial freedom in the new digital economy!

Invalid email address
We promise not to spam you. You can unsubscribe at any time.

COMMENTS

WORDPRESS: 0
DISQUS: 0