Platoon: Don’t Blame Us For What Happened In “And Just Like That …” (Spoilers Ahead)

Spoiler alert: Mr. Big dies in “Sex and the City” reboot.

Peloton said he knew the company’s stationary bike would be used in the new show and approved of one of its instructors’ appearance in “And just like that …”. the first episode.

Peloton insisted that was not to blame for his disappearance.

“Sir. Big was living what many would call an extravagant lifestyle – including cocktails, cigars and big steaks – and was at serious risk,” said Dr. Suzanne Steinbaum, cardiologist at Peloton’s Advisory Board on Health. and well-being, in a company statement.

Self-proclaimed “Sex and the City” fan Dr Steinbaum said she was saddened by Mr Big’s death.

The debacle may seem like an example of product placement gone awry. But Peloton said it didn’t pay for the bike to appear on the show.

The mark is a big part of the first episode of “And Just Like That…,” which debuted on HBO Max Thursday.

Carrie, the show’s main character and wife of Mr. Big, claims to be jealous of her obsession with Allegra, a fictional Peloton instructor played by a real, Jess King.

Peloton said they approved Ms King’s appearance. Ms King, who wears a tank top on the show with a Peloton logo stamped on it, did not respond to a request for comment.

Mr. Big tells Carrie that he would rather spend the night with Allegra than go to a piano recital. “Oh, her again,” said Carrie, who is played by Sarah Jessica Parker.

As Carrie dresses for the recital, the Peloton bike looms at the entrance to her shoe-filled closet. Mr. Big smokes a cigar when he leaves. He starts a 45-minute Peloton lesson, gets off the bike, grabs his chest and falls to the ground.

“And just like that… Big died,” Carrie said.

The character has a history of health issues, which Peloton pointed out in his statement. He underwent surgery to open a blocked artery in season six of the original show. But his death remains a shock.

“Sir. Big deserved better than death by Peloton,” wrote a Twitter user.

The character, played by actor Chris Noth, appeared throughout the original series, which aired on HBO from 1998 to 2004. He also starred in two “Sex and the City” films.

Cynthia Nixon as Miranda Hobbes, Sarah Jessica Parker as Carrie Bradshaw and Kristin Davis as Charlotte York in “And Just Like That …”



After the reboot was announced earlier this year, fans were more concerned about Samantha’s fate, after the series confirmed that actress Kim Cattrall would not be reprising her role. (Another spoiler: Samantha is alive but is not seen.)

While Peloton coordinated with HBO the placement of one of its bikes, HBO did not disclose the plot in advance for “reasons of confidentiality,” Peloton said.

HBO declined to comment.

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The Crock-Pot brand faced a similar dilemma in 2018, when an old crockpot caused the death of a popular character in NBC’s “This is Us”. The brand responded to the episode, saying it was heartbroken over the death of Milo Ventimiglia’s character Jack, but insisted it had never received any complaints from consumers about it. ‘such a problem.

An executive at the communications firm Edelman later told Ad Age that she worked with Crock-Pot to issue a public apology from the actor whose character had died and that sales had actually increased as a result of the the situation.

It’s not always the case. While product placement can be a boon to brands, it can be damaging when portrayal is negative.

“The advantage of product placement is that it boosts brand awareness and perhaps increased positivity, but the downside is often much more significant,” said Alixandra Barasch, associate professor of marketing at the Leonard N NYU Stern School of Business. “Something like this is maybe one of those rare cases where it can really backfire on him. ”

While consumers are likely to know that exercise is generally not a dangerous activity in a rational sense, it could nonetheless create a cloud of negativity about the business or exercise equipment in general, he said. she declared.

“It might not be very conscious to them,” Ms. Barasch said, “but it could still affect their decisions at the margins when it comes to choosing a brand or choosing to purchase equipment from the market. ‘home exercise to begin with. ”

Peloton agreed in May to recall its treadmills and its chief executive apologized for the company’s initial refusal to comply with federal safety regulators. The Consumer Product Safety Commission asked consumers with young children or pets in mid-April to stop using Peloton’s Tread +, saying it was responsible for dozens of injuries and at least a death.

It is unclear how the Mr. Big incident will play out. HBO Max has released two episodes so far, the second of which revolves around Mr. Big’s funeral.

Peloton said there was good news: “Riding his Peloton bike may have even helped delay his cardiac event,” Dr.. said Steinbaum.

—Sharon Terlep contributed to this article.

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