Backlash to Peloton ad could boost exercise equipment maker’s sales, experts say

The controversial video received about 20,000 downvotes on Peloton’s YouTube channel

A controversial ad for Peloton Interactive’s expensive stationary bike is unlikely to dampen the company’s holiday sales, and may actually boost them thanks to increased publicity, experts say.

“I would actually say it’s going to have a positive affect on the company’s line,” said David Soberman, a professor of marketing at the University of Toronto’s Rotman School of Management, speaking of Peloton’s Christmas ad.

The New York-city based company best known for its stationary bike offers a “basics package” which costs $2,950 for the bike, warranty, delivery and set up, according to its website. Shoes, accessories and a monthly membership that offers live classes via a video feed cost extra.

The advertisement, which was released in November but went viral on social media this month, depicts a husband giving his wife a Peloton bike for Christmas. She proceeds to record her exercise journey over the course of a year — first hesitantly joining a live class through the screen on her bike and eventually starting to cycle consistently. At the end, the couple sit on a couch watching a video the wife made of her journey, which concludes: “A year ago, I didn’t realize how much this would change me. Thank you.”

Critics slammed the ad as sexist, claiming the husband’s gift of an exercise machine insinuates that his wife is out of shape.

The video received about 20,000 downvotes and 16,000 thumbs up on Peloton’s YouTube channel. Comments under the video were turned off. The company did not immediately respond to a request for comment.

READ MORE: Newspaper’s ‘Photos with Satan’ ad appears on late-night TV

Soberman said it’s not a bad ad, though it fails to show the true value of the product by not demonstrating clearly what difference it made in the woman’s life over the course of the year.

But it doesn’t strike Soberman as offensive.

“I think one of the things that actually occurs in social media is that you can get a reaction from people who are not necessarily in your target market,” he said, arguing Peloton’s target demographic — intense exercise buffs — won’t find the spot problematic, but will like it.

This group will recognize fitness isn’t just about appearance and weight, he said, but can be measured on many other seemingly invisible metrics, like endurance. They won’t be dismayed by an ad in which a thin woman receives a piece of exercise equipment and appears visibly unchanged after a year.

A truly offensive ad, he said, would upset even those within a company’s target demographic.

He recalls widespread outrage to a Nivea ad with the phrase: “White is purity.” The company apologized and pulled the ad.

The negative response to Peloton’s ad seems to be overblown, said Alan Middleton, a marketing professor at York University’s Schulich School of Business in Toronto.

Some of the backlash centres on the gender roles, with the men bestowing the bike to his wife, he said.

But women appear to compose the company’s target demographic, Middleton noted, citing the company’s other ads and websites that predominantly feature female consumers. So in the context of a holiday advertisement that centres on a gift exchange, it made sense for the woman to receive the present, he said.

“We’re trying to incite men to give a gift to their wives or girlfriends,” he said.

READ MORE: General Motors disputes UNIFOR’s Super Bowl ad

There’s a low level of risk that the backlash will hurt the company, said Middleton. Brands’ reputations can be damaged by negative publicity, he said, but in this case, it’s likely not a big enough issue.

It could help the company, Middleton added, by generating buzz in the daily news grind and on social media.

“It will put Peloton into people’s minds more,” he said, adding he can think of a few people in his life who might ask their loved ones if they’ve seen the ad, while mentioning they wouldn’t mind that gift this year.

The Canadian Press

Like us on Facebook and follow us on Twitter

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Bill C-283 would establish a National Food Waste Awareness Day. File photo
Anti-Food Waste bill introduced by North Island-Powell River MP

Bill would establish awareness day, ask Minister of Agriculture to work towards ending food waste

This 2013 Dodge Ram 1500 was stolen from Black Creek Motors at approximately 2 a.m. Sunday, April 11. Photos via blackcreekmotors.com
VIDEO: Thieves steal truck from Black Creek car lot by towing it away

Have you seen a 2013 Dodge Ram 1500 in your neighbourhood in… Continue reading

Police pup in training: Nugget. RCMP photo
Police Service Dog Nugget gets golden opportunity to learn with veteran Gator

Newest recruit to train with Campbell River RCMP service dog and handler

Campbell River RCMP. RCMP photo
Man arrested after firearm pointing incident on Campbell River street

Campbell River RCMP have arrested a local man following a firearms pointing… Continue reading

FILE - This Tuesday, Sept. 29, 2015, file photo shows the dashboard of the Tesla Model X car, at the company's headquarters in Fremont, Calif. Newer cars that connect to the internet are capable of collecting vast amounts of data about their drivers. Tesla Motors has used data to reveal, sometimes within hours of a crash, how fast the driver was going and whether or not the company’s semi-autonomous Autopilot system was engaged. (AP Photo/Marcio Jose Sanchez, File)
Test of vehicle’s self drive features results in being mistaken for impaired driving

Campbell River RCMP warn busy roadway no place to check out a vehicle’s new features

Restaurant patrons enjoy the weather on a patio in Vancouver, B.C., Monday, April 5, 2021. The province has restricted indoor dining at all restaurants in B.C. due to a spike in COVID-19 numbers. THE CANADIAN PRESS/Jonathan Hayward
B.C.’s COVID-19 indoor dining, drinking ban extending into May

Restaurant association says patio rules to be clarified

Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Two men were seen removing red dresses alongside the Island Highway in Oyster Bay. (Submitted photo)
Two men filmed removing red dresses from trees on highway near Ladysmith

Activists hung the dresses to raise awareness for Vancouver Island’s Murdered/Missing Women & Girls

B.C. Premier John Horgan speaks at the B.C. legislature. (B.C. government)
Tougher COVID-19 restrictions in B.C., including travel, still ‘on the table’: Horgan

John Horgan says travel restrictions will be discussed Wednesday by the provincial cabinet

RCMP on scene yesterday at the altercation at the trailer park. (Submitted photo)
Violent altercation at Port Hardy trailer park sends one to hospital

Police say man confronted another over airsoft shooting, then was attacked with a weapon

John Albert Buchanan was found guilty of manslaughter in the 2017 death of Richard Sitar. Pictured here, Buchanan walking to the court in Nanaimo last year. (Karl Yu/News Bulletin)
Six years including time served for Nanaimo man in bludgeoning death

John Albert Buchanan sentenced in B.C. Supreme Court in Nanaimo for death of Richard Sitar

Protesters occupied a road leading to Fairy Creek Watershed near Port Renfrew. (Submitted photo)
B.C. First Nation says logging activist interference not welcome at Fairy Creek

Vancouver Island’s Pacheedaht concerned about increasing polarization over forestry activities

Flow Academy is not accepting membership applications from anybody who has received a dose of the vaccine, according to a password-protected membership application form. (Submitted image)
B.C. martial arts gym refusing patrons who have been vaccinated, wear masks

Interior Health has already issued a ticket to Flow Academy for non-compliance with public health orders

Guinevere, lovingly referred to by Jackee Sullivan and her family as Gwenny, is in need of a gynecological surgery. The family is raising money to help offset the cost of the procedure. (Jackee Sullivan/Special to Langley Advance Times)
Langley lizard’s owners raise funds for gynecological surgery

The young reptile is scheduled for operation on Tuesday

Most Read