US – Following Peloton’s surprise role in the first episode of HBO series And Just Like That…, quick-witted ad agency Maximum Effort took on the challenge of crafting a viral response in just 48 hours.
When the much-anticipated follow-up to Sex and the City made its debut last week, cult fitness brand Peloton found itself the subject of a social media frenzy, resulting in its stock plummeting. Just two days later, however, the brand re-emerged with its response – its Unspoiler Alert ad, which showcased a happier ending for Mr Big, the character who abruptly dies at the end of the episode.
The bold marketing stunt represents a collaboration between Peloton and Maximum Effort, an ad agency run by actor Ryan Reynolds that's renowned for tongue-in-cheek campaigns that are ideated, shot and produced in record time. Ironically, Peloton was satirised by Maximum Effort back in 2019, but the recent ad shows their new-found power as co-conspirators.
Whirlwind marketing campaigns are becoming ever-more relevant in today’s fast-moving culture. To find out how brands can speed up their advertising in order to survive, read our Q&A with ad agency disruptor 10 Days.
Strategic opportunity
As the adage goes, there's no such thing as bad publicity. Take note from Maximum Effort and use advertising as a creative tool to acknowledge cultural moments and control the narrative of your business
