‘And Just Like That…’: Peloton Ad Questions the Validity of Major Plot Twist

It has been four days since HBO Max released the first two episodes of And Just Like That… It has been four days since most Sex and the City fans felt the absolute devastation and disappointment of the show’s big episode 1 twist. Fans weren’t the only ones disappointed by the twist. Peloton, the exercise equipment company, is pretty annoyed, too. They aren’t taking it lying down, though. The company is questioning the validity of the big twist in a brand new ad. 

[Spoiler alert: Major storyline spoilers for And Just Like That… ahead]

‘And Just Like That’ devastated fans with a Big death 

Chris Noth smokes a cigar bofore Mr. Big's death in episode 1 of 'And Just Like That...', the 'Sex and the City' reboot
Chris Noth as Mr. Big | Craig Blankenhorn / HBO

The first episode of And Just Like That… was met with much excitement by fans. When the credits rolled on the 44-minute long premiere, fans were absolutely shattered. The last five minutes of the episode led to the demise of the beloved Mr. Big, Carrie Bradshaw’s longtime love. Mr. Big’s death from a heart attack following his 1,000th Peloton ride, was visceral, but felt hollow to fans. While he died in Carrie’s arms, the storyline didn’t seem fitting for the sophisticated and mysterious Mr. Big or their love story. 

Shortly after the episode aired, fans took to social media to discuss the big twist. Most were angry, with many accusing Michael Patrick King and the writing team of lazy storytelling. Peloton was more upset, and now they are looking to rewrite history. 

A Peloton ad questions the validity of Mr. Big’s death 

Peloton immediately issued a public statement, noting that their bikes are good for heart health. Peloton Spokesperson Denise Kelly told Buzzfeed News that HBO did not disclose how the production team would use the bike in And Just Like That… She said that the company signed off on the appearance of Jess King, a real-life Peloton instructor, but was not informed that Mr. Big would die following a ride. 

The storyline, which Vulture called “the worst Peloton ad ever,” was pretty visceral for fans and even sent Peloton’s stock spiraling. Now, the company is fighting back. Their recent ad, featuring Chris Noth and Jess King, addresses concerns that the Peloton bike can cause heart attacks. It also questions whether or not Mr. Big is actually dead. 


The ad shows Chris Noth, as Mr. Big, sitting on a couch with Jess King. Big suggest they take another ride because “life is too short not to.” The ad fades to black, but Ryan Reynolds’ voice is heard sharing all of the benefits of the Peloton bike before he quickly mentions, “He’s alive.” 

Fans like Peloton’s ad better than ‘And Just Like That…’ 

Ryan Reynold’s Maximum Effort, the production company and digital agency that created the Peloton ad, is known for crafting incredibly clever ads. This one may be their best thus far and likely the most detailed. All of the small details are thrilling Sex and the City fans, many of whom were enraged by the decision to kill off their beloved Mr. Big. 

Sarah Jessica Parker as Carrie Bradshaw stands alone during episode 2 of 'And Just Like That...'
Sarah Jessica Parker as Carrie Bradshaw | Craig Blankenhorn/HBO

For example, the first movement of “Moonlight Sonata” plays softly in the background in the ad. Fans who caught the first episode of And Just Like That… might recognize the sound. Lily Goldenblatt played the third movement of “Moonlight Sonata” as Mr. Big suffered his heart attack. 

Fans love the idea that Mr. Big’s death was fake, and that he left Carrie in the dust to live a new life with his Peloton instructor. While it is a pipe dream that the famed character will pop up alive and well in future episodes of And Just Like That… fans can still dream. For now, at least they have the Peloton commercial. 

Related: ‘And Just Like That..’: 3 Subtle Nods to ‘Sex and the City’