Remember the Peloton commercial that was the talk of social media earlier this week?
Here’s a quick refresher: In the ad (see below), called “The Gift That Gives Back," “Grace from Boston” receives a holiday gift from her husband. It is a Peloton exercise bike, which costs more than $2,000, plus a $39 per month membership fee for classes.
Each day, Grace dutifully completes a workout on the bike, guided by live instructors on her little Peloton screen. At the end of the ad, Grace says she is a changed woman. She sits down to show her husband a video compilation of herself faithfully using the bike.
Throughout the ad, however, Grace seems to fret. She looks as if she is teetering on the edge of a possible emotional crisis that could be brought on by skipping her workout once in 365 days.
Criticism and outright mockery of the ad centered in part on Grace’s husband, who, according to members of the tweeting public, committed his first sin by thinking his wife would want an exercise bike for Christmas.
On Twitter, comic video talent Eva Victor posted a sendup of the commercial.
“OK, my first ride!” she said in her take. “I’m a little bit nervous and rightly so because my husband got be a (expletive) workout bike for Christmas and that’s rude."
Sean Hunter, the actor in the commercial, even told his story in a response article for Psychology Today in which he talked about how his life was completely shaken up by his role as the ill-fated Peloton husband.
“My friend texted me today declaring that I’m ‘a symbol of the patriarchy,'" he wrote.
Others were mystified about why Grace felt the need to play her husband a montage of Peloton vlogs documenting her use of the gift.
Ideas for better versions of the commercial — and continuations of the storyline — abounded.
Now, actor Ryan Reynolds has delivered on that premise with a commercial for his Aviation brand of gin that issues a direct response to the Peloton spot. Most impressively, he has recruited the very same actress who played Grace in Boston. (When we learn her identity, we will surely update this post.)
The advertising coup made the Verizon “can you hear me now?" guy’s jump to Sprint seem positively basic.
“Exercise bike not included,” Reynolds tweeted, sharing Aviation’s effort.
The commercial, aptly called “The Gift That Doesn’t Give Back,” opens on Grace’s traumatized, forlorn face. She doesn’t have to even utter “Peloton” for us to get her message.
Grace is out with two friends at a bar, and they are worried. As she stares into the middle distance, the exchange a look of concern.
But then Grace opens her mouth to talk.
“This gin is really smooth,” she says, referring to the martini sitting in front of her.
“We can get you another one, if you like,” one of the friends says.
“You’re safe here,” says the other (they’re hurting Pelton Husband’s feelings!).
“To new beginnings!” Grace says, leading a toast (and clearly borrowing from Victor’s take, in which Grace serves her husband with divorce papers by the end of the ad). She proceeds to down her entire martini, then starts in on her friend’s.
At the end of the 40-second spot, there’s one last dig at Peloton:
“You look great, by the way!” one of the friends says. We can only presume that Grace proceeded to finish that drink.
Unlike the reception that greeted the Peloton ad, the Aviation Gin ad won raves on Friday, with Reynolds receiving high praise for the stealth actor-poaching moment.
Have a tip? Amy Kuperinsky may be reached at akuperinsky@njadvancemedia.com. Follow her on Twitter @AmyKup or on Facebook.
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