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

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

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

Residents line up socially distanced at the Seedy Saturday event, held at the Lobelco Hall parking lot from 10 a.m. to 2 p.m. April 3 with strict COVID-19 restrictions and precautions in place. (Nicole Kaechele photo)
Seedlings, plants and seeds offered at Seedy Saturday

“It was a fairly good turnout,” noted Elizabeth Howard

The Bella Coola Valley Arts Council (BCVAC) has recently received two awards totaling $40,000 from the province-wide British Columbia Arts Council, part of the StrongerBC: BC’s Economic Recovery Plan. The grants are to be used to stimulate local arts communities and to help them cope with impacts from the COVID-19 pandemic. (Photo submitted)
Bella Coola Valley Arts Council receives $40,000 for local projects

The grants will be used to stimulte local arts communities and help them cope with the pandemic

Nuxalk Sputc Crew technician Scmlh (Jason Moody) walks in Bella Coola River towards sputc holding tank with cinematographer Louvens Remy (photo submitted)
Documentary to highlight importance of sputc for Nuxalk Nation

Sputc: We Shall Eat When the River is Full is a cinematic tale of wealth, loss and recovery

Carver Ken Sheen had almost finished work on a large cowboy carving commissioned by the City of Williams Lake to replace the original overlooking the Stampede Grounds when fire broke out Friday, April 18 at his property between Williams Lake and Quesnel. (Pine River Carving Facebook photos)
Nearly completed cow boss statue commissioned by City of Williams Lake lost to fire

Carver Ken Sheen lost the statue, all his tools and his shop in the blaze

Spring flooding is causing damage at Tl’etinqox First Nation west of Williams Lake. (Isidore Harry photo)
UPDATE: Spring freshet causes road damage at Tl’etinqox First Nation

Other damaged sections of Highway 20 are also under repairs

Public health restrictions on non-essential travel and vacation bookings are being increased in B.C. (B.C. government)
Out-of-region B.C. vacation bookings, RV ferry reservations to be refused, Horgan says

B.C. extends COVID-19 indoor dining, group fitness ban until May 25

(New Westminster Police)
4 youth arrested after 30-person brawl in New Westminster leaves 1 seriously injured

Police are looking for witnesses who saw the incident take place

South Surrey’s Paul Cottrell, who works with the DFO, tows a grey whale out of Semiahmoo Bay Sunday. (Contributed photo)
Dead whale floating near White Rock towed to shore for necropsy

Animal has been dead since at least April 15

Sunday’s storm rocked one of the ferries crossing Kootenay Lake. Photo: Dirk Jonker
VIDEO: Storm makes for wild ferry ride across Kootenay Lake

The video was captured by ferry employee Dirk Jonker

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
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

Dr. Bonnie Henry gives her daily media briefing regarding Covid-19 for the province of British Columbia in Victoria, B.C, Monday, December 7, 2020. THE CANADIAN PRESS/Jonathan Hayward
BREAKING: Toddler marks youngest British Columbian to die related to COVID-19

Child one of eight people to die from virus this weekend

Chakalaka Bar & Grill remains open in defiance of orders from Island Health to close. (Cole Schisler photo)
B.C. health authority seeks injunction against restaurant defying COVID-19 orders

Chakalaka Bar and Grill plans to continue serving customers without public health compliance

Pharmacist Barbara Violo arranges all the empty vials of the Oxford-AstraZeneca COVID-19 vaccines that she has provided to customers at the Junction Chemist which is a independent pharmacy during the COVID-19 pandemic in Toronto, on Monday, April 19, 2021. THE CANADIAN PRESS/Nathan Denette
B.C. to open up AstraZeneca vaccines for all people 40+, set up clinics in hot spots

A total of 13 neighbourhoods and communities will receive the AstraZeneca vaccine

Most Read