Peloton Holiday Ad Sparks Heated Debate On Social Media Over Body Imagery
It's a tough job to strike the right balance of relatable and aspirational in advertising. The internet seems to think high-end fitness equipment manufacturer Peloton failed to walk that line with a TV ad that shows a woman walking down the stairs of her
Tuesday, December 3rd 2019, 9:40 pm
By: News 9
It's a tough job to strike the right balance of relatable and aspirational in advertising. The internet seems to think high-end fitness equipment manufacturer Peloton failed to walk that line with a TV ad that shows a woman walking down the stairs of her home, hands over her eyes, to discover that her spouse has given her the gift of a Peloton bicycle for Christmas.
The woman, whose character's name we learn is Grace, documents her year-long cycling journey through a vlog she presents to her spouse as a way of saying thank you the following year. "A year ago, I didn't realize how much this would change me," she says into the camera.
Her slim physique, meanwhile, remains unchanged over the course of the ad.
It remains to be seen whether or not the ad will have any kind of impact on Peloton's sales throughout the all important holiday season.
\"Peloton's new ad missed the mark, and social commentary (e.g. YouTube reactions, Twitter) is largely negative,\" said Raymond James analyst Justin Patterson. \"However, we do not believe this does much to affect holiday sales.\"
Backlash against past advertisements that were critiqued for being aimed exclusively at the wealthy have not hurt the company, according to Raymond James.
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