Peloton returned to mainstream marketing after axing its Chris Noth ads linked to the Sex and The City reboot with a comic campaign for its app fronted by actor Chris Meloni and comically celebrating National Nude Day.
The ‘Such A Great App’ short online spot saw Law & Order actor Chris Meloni strip down for National Nude Day to promote the fitness bike and its peloton app offshoot. The spot sees Meloni working out naked while he states: “Some people think the way I work out is strange!”
Dropping on 14 July, the Peloton video states “We love all our Members…even those who observe interesting holidays” alongside the #NationalNudeDay hashtag and then seeks to drive viewers online to https://www.onepeloton.com/app to sign up for a 30 day free trial of the Peloton App.
The campaign, which was created by agency Maximum Effort USA, seeks to boost its online following, refresh the brand’s image and champion how much it loves all of its members.
Meloni, who has been something of a minor internet obsession for several years now (where he is often referred to as ‘Zaddy!’), also further amplified the campaign by personally tweeting “Shout out to the wardrobe department on this one. Those socks were amazing.”
Shout out to the wardrobe dept on this one. Those socks were amazing. #NationalNudeDay @onepeloton
— Chris Meloni (@Chris_Meloni) July 14, 2022
The creative rapidly went viral and generated plenty of online buzz and free PR. Indeed, on YouTube alone the official ad rapidly notched up more than half a million views with people seemingly actively seeking out and searching for the spot.
The internet certainly seems keen to take a peek at Meloni in the buff.
“In the Peloton community, users are represented by two separate, yet equally motivated groups. Those who wear pants…and Christopher Meloni.”@Chris_Meloni is breaking the internet today.
— Gabe Sanchez (@iamgabesanchez) July 14, 2022
I'm a Chris Meloni fan for many reasons, but this ad he just did for the Peloton app is certainly eye catching. https://t.co/LNC3PyQP9v
— Marilyn Matthews (@MatthewsMarilyn) July 15, 2022
Comment
Cynical naked clickbait, or simply clever viral marketing? We will let you decide.
But one thing is for sure, whether you love or hate the brand and what it stands for, Peloton’s marketers certainly seem to know how to get people talking.
Last year Peloton set the internet abuzz with intrigue and controversy after seeking to smartly leverage the Sex And The City reboot with a set of clever ‘Just Like That He’s Alive‘ spots starring actor Chris Noth after his character in the show – Mr Big – died while using a Peloton.
However, the brand ran into trouble and was forced to pull the creative after two women accused the actor of sexual assault.
This July 2022 work follows on from May’s ‘Motivation That Moves You’ marketing burst.
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