On Friday, Aviation Gin, a liquor company co-owned by actor Ryan Reynolds, released a tongue-in-cheek ad starring the Internet-famous “Peloton Wife.” The digital ad pokes fun at the television commercial advertising the Peloton exercise bike that became the talk of the proverbial town for being sexist, poorly written, and awkwardly shot and edited, among other critiques.
Reynolds announced the new commercial via Twitter, with a link to the spot along with the comment, “Exercise bike not included.” The ad has already reached close to 10 million views on Twitter, and close to 4 million views on Reynolds’ YouTube channel at press time.
— Ryan Reynolds (@VancityReynolds) December 7, 2019
The “Peloton Wife,” which first aired in November 2019, features actress Monica Ruiz playing a woman who is gifted a Peloton bike by her husband. Critics of the ad found it to be dystopian and classist.
In the Aviation follow-up, Ruiz is shown decidedly “shook” — whether as Ruiz herself, reacting to the aftermath of the Internet’s ceaseless trolling, or as the Peloton wife celebrating a newfound separation from the “Peloton husband,” is unclear (it’s likely both). In any case, she’s doing the opposite of suffering through exercise by sipping (or rather, gulping down) a “smooth” gin martini.
Peloton’s original ad sparked an online debate about whether the brand was reinforcing sexist stereotypes suggesting that women should work to stay in shape for their husbands. After the company’s stock dropped more than 10 percent, Peloton issued a statement saying they were “disappointed” its holiday commercial had been “misinterpreted.”
“Our holiday spot was created to celebrate that fitness and wellness journey,” Peloton added.
Ruiz says she’s surprised she’s been at the center of two viral commercials.
“When Ryan and his production team called about Aviation Gin, they helped me find some humor in the situation,” Ruiz told NBC News. “I am grateful to both Peloton and now Aviation Gin for the work and giving me the opportunity to do what I love to do.”
Here’s to celebrating a healthy holiday, however you take it.