{"id":451,"date":"2019-12-19T20:29:22","date_gmt":"2019-12-19T20:29:22","guid":{"rendered":"http:\/\/info.maccabee.com\/blog\/blog\/4-lessons-marketers-can-learn-from-that-creepy-peloton-ad\/"},"modified":"2020-06-11T15:43:03","modified_gmt":"2020-06-11T15:43:03","slug":"lessons-from-peloton-ad","status":"publish","type":"post","link":"https:\/\/info.maccabee.com\/blog\/lessons-from-peloton-ad\/","title":{"rendered":"4 Lessons Marketers Can Learn From That Creepy Peloton Ad"},"content":{"rendered":"<p>Will anyone be able to look at a $2,000 Peloton bicycle again with a straight face or, inspired by the actress featured in Peloton\u2019s widely-maligned TV spot, a terrified face?<\/p>\n<p><iframe loading=\"lazy\" title=\"What\u2019s Up With That Peloton Commercial?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/F72RvkJuLsU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Since unleashing the unintentionally hilarious Christmas TV spot, <a href=\"https:\/\/www.youtube.com\/watch?v=pShKu2icEYw\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cThe Gift That Gives Back,\u201d<\/a> Peloton has endured consumers on social media hammering their ad depicting a husband gifting his wife a Peloton, which inspires her to joylessly work out to, seemingly, please her male partner. With the ad criticized as \u201ctone deaf,\u201d \u00a0\u201csexist\u201d and \u201ca dystopian hellscape,\u201d consumers noted that the model-slim \u201c Peloton Wife\u201d exercised as if her life (or marriage) depended upon her losing the few pounds she still retained.<\/p>\n<p><!--more--><\/p>\n<p>Sentiment on thousands of tweets ranged from \u201cnothing says \u2018maybe you should lose a few pounds\u2019 like gifting your already rail thin life partner a Peloton\u201d to \u201cSo sweet. My husband was inspired by the Peloton ad to get me a pair of pants in a child\u2019s medium and a handwritten note that says: &#8216;Don\u2019t fu\u2014king touch me till you can fit into these'&#8221; and finally, \u201cI\u2019m excited to announce I\u2019m&#8230; joining the presidential race and running on the single issue platform to jail everyone involved in the pitching, scripting, acting, shooting and approval of <a href=\"https:\/\/twitter.com\/bessbell\/status\/1201584957308784640?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">the Peloton ad<\/a>.\u201d<\/p>\n<p><a href=\"https:\/\/twitter.com\/vancityreynolds\/status\/1203118775815622664\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 349px; float: left; margin: 9px 10px 10px 0px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/Peloton-Aviation-Gin.png\" alt=\"Peloton Aviation Gin Ad\" width=\"349\" \/><\/a>The good news (if there was any) for Peloton\u2019s ad agency, Mekanism, was that their ad generated more than 878.3k views and was watched more than 7 million times on YouTube. What\u2019s more, the Peloton spot was covered by media from <em>People<\/em> magazine to CNN-TV; and mocked on \u201cSaturday Night Live\u201d and in a knowingly-meta ad for actor Ryan Reynolds\u2019 Aviation American Gin, which offered Peloton actress Monica Ruiz the chance to parody her own spot. If you believe that any publicity is good publicity, the cringe-worthy Peloton ad was a PR smash. But&#8230; we at Maccabee don\u2019t believe that brand-immolating publicity is ever good.<\/p>\n<p>So what lessons can marketers and corporate communicators learn from Peloton\u2019s campaign? Here are four:<\/p>\n<h2><strong>Lesson #1 &#8211; Don\u2019t Blame Your Customers \u2013 Even If You\u2019re Certain They Deserve It<\/strong><\/h2>\n<p>Responding to the avalanche of mockery for their TV spot, Peloton\u2019s PR staff released a statement criticizing consumers for disliking their ad \u2013 \u201cwe\u2019re disappointed in how some have misinterpreted this commercial&#8230;\u201d<\/p>\n<p>Read our lips \u2013 it\u2019s not your customer\u2019s fault that your campaign evoked Rod Serling\u2019s \u201cTwilight Zone\u201d or reinforced the idea that a woman\u2019s path to a man\u2019s heart is by obtaining his approval through exercise and weight loss. Never, and I mean, never attack your own customer base for \u201cmisinterpreting\u201d your campaign.<\/p>\n<h2><strong>Lesson #2 &#8211; Accept That Your Campaign Is Just the Fuse That Your Customers Will Ignite <\/strong><\/h2>\n<p>Remember the days when a marketer such as Apple would run a TV spot like the Chiat\/Day agency\u2019s immortal \u201c1984\u201d and the only people in control of the ad\u2019s trajectory was Apple and Chiat\/Day? Now, your ad or PR campaign is just a content asset, the raw material that\u2019s ripe for consumers to edit, satirize and transform into memes.<\/p>\n<p><a href=\"https:\/\/twitter.com\/evaandheriud\/status\/1201610153549848580\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 330px; float: right; margin: 0px 0px 10px 10px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/Peloton-Parody.png\" alt=\"Peloton Parody Screenshot\" width=\"330\" \/><\/a><\/p>\n<p>Among the most entertaining responses that Peloton\u2019s ad inspired \u00a0\u2013 <a href=\"https:\/\/www.youtube.com\/watch?time_continue=50&amp;v=4av_gtU6lM4&amp;feature=emb_logo\" target=\"_blank\" rel=\"noopener noreferrer\">a \u201cBlack Mirror-esque\u201d parody <\/a>and comedienne Eva Victor\u2019s hilarious\u00a0<a href=\"https:\/\/twitter.com\/evaandheriud\/status\/1201610153549848580\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cWhen My Husband Gets Me a Peloton For Christmas\u201d<\/a> video which, itself, has generated 33,869 retweets and 4.16 million views on Twitter. <span style=\"background-color: transparent;\">Just like parents must imagine the future ramifications of naming their child \u201cMoonbeam,\u201d marketers must recognize that their campaign assets will now be transformed, commented upon and manipulated by consumers in ways that no one could expect.\u00a0\u00a0<\/span><\/p>\n<h2><strong>Lesson #3 &#8211; Don\u2019t Pretend That Your Brand\u2019s Misstep Never Happened<\/strong><\/h2>\n<p>Hundreds of Facebook and Twitter posts and YouTube videos have addressed the Peloton ad; in fact, perhaps the <span style=\"background-color: transparent;\">only <\/span><span style=\"background-color: transparent;\">place online that\u2019s scrubbed of Peloton-mania is <\/span><em style=\"background-color: transparent;\">Peloton\u2019<\/em><em style=\"background-color: transparent;\">s own social channels<\/em><span style=\"background-color: transparent;\">. Since posting their ad on Twitter on Nov. 12, the company has gone Twitter-silent about the conflagration \u00a0\u2013 leaving the Twitterverse <\/span><span style=\"background-color: transparent;\">to ridicule the\u00a0<\/span><span style=\"background-color: transparent;\">brand without Peloton\u2019s involvement.<\/span><\/p>\n<p><span style=\"background-color: transparent;\">Similarly, the <\/span><em style=\"background-color: transparent;\">New York Times<\/em><span style=\"background-color: transparent;\"> marveled that during a 40-minute appearance at a New York financial conference, Peloton CEO John Foley didn\u2019t mention the ad controversy once and \u201crefused to answer reporters\u2019 questions about the ad.\u201d The ad agency responsible for the imploding spot, Mekanism, refused (wisely) to respond to media inquiries.<\/span><\/p>\n<div>\n<p>What can marketers learn from Peloton\u2019s near-silence about its own marketing melt-down?\u00a0 \u201cPeloton\u2019s fatal flaw is that they didn\u2019t pull the ad right away and apologize,\u201d opined digital marketing expert Mark Schaefer. \u201cEven if some people are defending the ad, the company is getting crushed in the marketplace. By failing to react, Peloton is turning a promising brand to mush. The company is becoming a parody.\u201d To be honest, I don\u2019t think Peloton\u2019s only option was an apology; it would have been fascinating if Peloton had seized the initiative to expand the TV spot with a background video providing tongue-in-cheek context \u2013 perhaps a behind-the-scenes interview with the actors providing the back-story about a Peloton wife who really <em>did<\/em> want to receive that fitness bike, revealing what happened before and after the TV spot.<\/p>\n<p>But Peloton\u2019s ostrich-head-in-the-sand refusal to engage in any way with the furor they sparked allowed its critics to dominate the conversation without input from Peloton. The Peloton brand, essentially, was left to fend for itself as the social media sharks circled.<\/p>\n<h2><strong>Lesson # 4- Every Ad and PR Campaign Becomes a Cultural Statement \u2013 Deal With It <\/strong><\/h2>\n<p>In today\u2019s age of female empowerment and other cultural movements, every ad and PR initiative will inevitably be placed under a microscope \u2013 and Peloton\u2019s ad was ripe to become a gender politics pi\u00f1ata. In fact, a psychologist interviewed by <em>AdAge<\/em> called Peloton\u2019s spot a \u201cmale fantasy ad\u201d that implies that men can be \u201cgifting heroes\u201d and get \u201cskinnier spouses.\u201d In other words, \u00a0receiving a piece of workout equipment from your partner will \u201cchange your life\u201d as opposed to being a grossly insensitive suggestion that you\u2019re overweight. Is your campaign ready for that kind of dissection by a psychologist?<\/p>\n<p>Perhaps the strangest realization of the Peloton crisis may be: women were deeply offended by Peloton, while men may well respond precisely as the company hoped they would \u2013 by gifting a Peloton for their wives and partners. Good luck with <em>that<\/em> gallant gesture now, gentlemen.<a href=\"https:\/\/twitter.com\/hemjhaveri\/status\/1201622814371004417?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"background-color: transparent; width: 800px;\" src=\"http:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2020\/02\/USA-Today-Quote-Peloton-1.png\" alt=\"USA Today Quote Peloton\" width=\"800\" \/><\/a><\/p>\n<p>The final words should be <a href=\"https:\/\/twitter.com\/hemjhaveri\/status\/1201622814371004417?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">this reaction<\/a> tweeted out by one <em>USA Today<\/em> columnist: \u201cit\u2019s clear this woman doesn\u2019t need a Peloton. She needs a good therapist and a divorce lawyer.\u201d It would surprise no one if Peloton might be eyeing its current ad agency and considering a different type of divorce.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Will anyone be able to look at a $2,000 Peloton bicycle again with a straight face or, inspired by the actress featured in Peloton\u2019s widely-maligned TV spot, a terrified face? Since unleashing the unintentionally hilarious Christmas TV spot, \u201cThe Gift That Gives Back,\u201d Peloton has endured consumers on social media hammering their ad depicting a&hellip;<\/p>\n","protected":false},"author":2,"featured_media":1990,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 Lessons Marketers Can Learn From That Creepy Peloton Ad - Maccabee Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/info.maccabee.com\/blog\/lessons-from-peloton-ad\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Lessons Marketers Can Learn From That Creepy Peloton Ad - Maccabee Blog\" \/>\n<meta property=\"og:description\" content=\"Will anyone be able to look at a $2,000 Peloton bicycle again with a straight face or, inspired by the actress featured in Peloton\u2019s widely-maligned TV spot, a terrified face? 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