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

Just Posted

Grads at Riverside Park in Vanderhoof, B.C. (Aman Parhar/Omineca Express)
Vanderhoof celebrates 2021 graduates

NVSS grads got together at Riverside Park on Friday, June 11 in… Continue reading

Singing and drumming was heard in downtown Vanderhoof on Monday, June 14. (Aman Parhar/Omineca Express)
Photos: Honour Walk held in Vanderhoof

An honour walk was held Monday June 14 in Vanderhoof, remembering the… Continue reading

Emergency crews responded to the scene of a suspicious fire at the southeast corner of the OK Café in Vanderhoof Friday, June 11. The historic building is 101-years-old. (BC RCMP photo)
OK Café in Vanderhoof alright after suspicious fire

Damage kept to a minimum by firefighters

A person receives a COVID-19 vaccine at a vaccination clinic run by Vancouver Coastal Health, in Richmond, B.C., Saturday, April 10, 2021. Northern Health confirmed it has the lowest vaccination rates amongst the province’s five regional health authorities. (THE CANADIAN PRESS/Jonathan Hayward)
Vaccination rates in Vanderhoof, Fraser Lake, Fort St James well below provincial average

COVID-19 immunization clinics for youth 12+ coming up in Fort St. James

People watch a car burn during a riot following game 7 of the NHL Stanley Cup final in downtown Vancouver, B.C., in this June 15, 2011 photo. THE CANADIAN PRESS/Geoff Howe
10 years ago: Where were you during the 2011 Vancouver Stanley Cup Riots?

Smashed-in storefronts, looting, garbage can fires and overturned cars some of the damage remembered today

(Black Press Media file)
Dirty money: Canadian currency the most germ-filled in the world, survey suggests

Canadian plastic currency was found to contain 209 bacterial cultures

(pixabay file shot)
B.C. ombudsperson labels youth confinement in jail ‘unsafe,’ calls for changes

Review states a maximum of 22 hours for youth, aged 12 from to 17, to be placed in solitary

Eleonore Alamillo-Laberge, 6, reads a book in Ottawa on Monday, June 12, 2017. THE CANADIAN PRESS/Sean Kilpatrick
Parents will need to fight ‘COVID learning slump’ over summer: B.C. literacy experts

Parents who play an active role in educating their children this summer can reverse the slump by nearly 80%, says Janet Mort

The border crossing on Highway 11 in Abbotsford heading south (file)
Western premiers call for clarity, timelines on international travel, reopening rules

Trudeau has called Thursday meeting, premiers say they expect to leave that meeting with a plan

The B.C. government’s vaccine booking website is busy processing second-dose appointments, with more than 76 per cent of adults having received a first dose. THE CANADIAN PRESS/Jonathan Hayward
B.C.’s COVID-19 infections, hospitalizations stable for Tuesday

108 new confirmed cases, 139 in hospital, 39 in intensive care

A worker, at left, tends to a customer at a cosmetics shop amid the COVID-19 pandemic Thursday, May 20, 2021, in Los Angeles. (AP Photo/Marcio Jose Sanchez)
Half of cosmetics sold in Canada, U.S. contain toxic chemicals: study

Researchers found that 56% of foundations and eye products contain high levels of fluorine

White Rock’s Marine Drive has been converted to one-way traffic to allow more patio space for waterfront restaurants. (Peace Arch News)
Province promotes permanent pub patios in B.C. post-pandemic plan

More than 2,000 temporary expansions from COVID-19 rules

Most Read