I felt a lot of things when I first watched Peloton’s new holiday ad, none of them nice. That was before I realized the commercial had gone viral. Apart from being a human being, I spent almost two decades developing advertisements for Procter & Gamble.
First, Let Me Describe the Commercial; Then, if You Like, You Can View It Below.
A Peloton workout bike is given to a woman. She says, as she mounts her bicycle, “I’m a little frightened, but I’m really looking forward to it. Let’s get this party started, shall we?” The commercial shows a woman getting into the habit of daily Peloton sessions, praising herself, taking selfies, and declaring that she’s amazed she’s done it five days in a row (even begrudgingly getting up for a 6 a.m. ride).
The Interactive Element Is Displayed Fast.
“She just spoke my name!” the woman exclaims with almost desperate satisfaction after seeing the interactive element, in which an instructor from afar allegedly shouts out to her from distance. The commercial is then shown to be a documentary that the woman has been filming to express her gratitude to her husband for the present. She expresses herself thus: “I had no idea how much this would alter my life a year ago. I appreciate it.”
Here’s What Went Wrong with Peloton
The ad has gotten a lot of attention for being sexist. The husband wants his wife to be in shape, so he buys her a Peloton and watches her thank him for the present and the change. Actually, I think we’re being overly sensitive in that portion of the backlash. Is it true that it is illegal for a husband to offer his wife workout equipment as a gift?
However, I believe there is another aspect of the advertisement that is sexist: the portrayal of the lady. She comes out as insecure, afraid, and desperate for acceptance. Some clients may genuinely believe this and believe that a Peloton can assist them in changing their minds. However, there is a drawback to doing so. Advertisements that show the bad aspect of a person are avoided. Change must be portrayed in a more positive, aspirational way.
Customers Don’t Just Buy a Product; They Buy an Experience.
Consumers don’t just buy a product; they buy a whole experience. They also believe in the lifestyle represented by the goods. Aspirations are bought by them. (By purchasing a Peloton, you can be trading up in life by becoming fitter.) It’s a sound business plan. But it’s simply perplexing in this case. What happened to this woman’s life? She starts the commercial thin and gorgeous, and she ends up looking precisely the same. It is also implausible. Why was she snapping selfies perplexing me? Is the entire commercial a year-long undertaking in which she expresses her gratitude to her husband for a bicycle? Who is the one who does it?
I don’t want to minimize the importance of a stationary bike in one’s life. Peloton told CNN in a statement that customers are frequently shocked by the bike’s impact. That’s OK. However, this isn’t conveyed well. The stakes don’t appear to be high enough for the woman (does she want to go from thin to thin? ), and the impact is depicted in an ambiguous manner.
Advertising Commits Two Cardinal Crimes.
Advertising is rife with two cardinal sins. Making a commercial that has no effect. You don’t have the ability to laugh, cry, or think. Nothing affects you. Wallpaper. The second instance occurs when the customer is perplexed. There isn’t a more efficient method to squander your cash.
Some online discussion claims that the ad’s virality is excellent for the brand, even if for the wrong reasons. Peloton stock, meanwhile, fell 9% on Tuesday, according to CNN (in combination with the company’s move to reduce the price of its workout app). “While we’re disappointed in how some have misread this advertisement, we’re encouraged by, and appreciative for, the outpouring of support we’ve received from those who understand what we were attempting to communicate,” the Peloton firm stated in response to the issue.
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