Peloton is not having a good winter. Fresh off its And Just Like That…commercial with suddenly controversial Chris Noth, an ad which showed him recovering from a TV death caused by his heart attack after a workout, comes a second product placement that’s not going to enhance Peloton’s allure.
Already reeling from its announcement last week that it is halting production of its connected fitness products as demand wanes, Peloton must now face another tv show that seems to indicate its devices may cause issues for a certain segment of the population.
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In the Season Six premiere of Showtime’s Billions, character Wags has his Peloton ride interrupted by EMTs. They indicate that monitoring of his session indicates he’s having a heart attack.
Unlike Mr. Big’s fictional characters, Wags survives. Upon his return to the office, he even boasts of the incident: “I’m not going out like Mr. Big!”
Peloton is also grappling with the recent allegations of sexual harassments and rape against Noth, and has pulled his ad from airing. Noth has denied the allegations.
“Every single sexual assault accusation must be taken seriously,” a Peloton spokesperson said in a statement to Deadline. “We were unaware of these allegations when we featured Chris Noth in our response to HBO’s reboot of the show. As we seek to learn more, we have stopped promoting this video and archived related social posts.”
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