Peloton Ad, Featuring 'Grace In Boston,' Faces Public Backlash

Peloton's Christmas ad mocked as sexist

Peloton's Christmas ad mocked as sexist

Exercise bike and treadmill maker Peloton Interactive Inc's latest Christmas advertisement is being widely criticised on social media as being "sexist" and "dystopian".

That's followed by a montage of her progress on the bike throughout the year - all shot selfie-style - until the camera pans to a shot of the couple watching the homemade videos on Christmas morning as the woman's on-screen avatar thanks her husband for the gift. "I'm a little nervous but excited", she says before her first session, but is soon informing him that she has worked out five days in a row. The woman, many pointed out, appears to be just as thin and model-like at the beginning of her transformation journey as she is at the end. People criticized the ad for many reasons, including its awkward structure and ambiguous and possibly sexist message.

Peloton told the Boston Globe that they are "disappointed in how some have misinterpreted" the ad, and that it was meant to "celebrate that fitness and wellness journey".

Blogger Matt Walsh wrote on Twitter: "Unpopular opinion: The Peloton ad is pretty much just a normal commercial for an exercise bike and the collective freak-out is way weirder and creepier than the ad itself".

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The bikes, which cost £1,990 for the basic package, come with virtual access to live exercise classes beamed from a NY studio. The company is 1) lowering prices for digital-only subscriptions to $12.49/month from $19.99 and 2) launching new apps for Amazon's Fire TV and the Apple Watch.

The company's stock has risen 15 percent since its initial public offering in September as investors bet on the growing popularity of the bicycles that offer on-demand workout programmes.

Since the ad was released, Peloton stock has dropped almost 10%. "While we're disappointed in how some have misinterpreted this commercial, we are encouraged by - and grateful for - the outpouring of support we've received from those who understand what we were trying to communicate".

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