Spoiler alert: Don’t read this story if you are saving up to watch the new Sex in the City series.

And Just Like That… certainly kicked off with a shock in the plot. A shock for audiences and a shock for Peloton. Mr. Big’s death on a Peloton sent its shares into a crash dive, and more pain to a recent decline. The stock is down 75% from this time last year.

What happened next, though, was fun. Ryan Reynolds’ Maximum Effort stepped in and an advert appeared on Twitter with a living and breathing Chris Noth and the message, And just like that… he’s alive. Mr. Big is seen enjoying a romantic evening beside the fire with Allegra, (Jess King) the Peloton instructor who was leading the workout that killed off Big. The carpe diem was put together in less than 48 hours.

And just like that…he’s alive. pic.twitter.com/bVX8uWypFZ

— Peloton (@onepeloton) December 12, 2021

Peloton also did its own damage control. Cardiologist, Dr Suzanne Steinbaum, a member of Peloton’s Health & Wellness Advisory Council, issued a statement blaming Big’s heart problem on his “extravagant lifestyle”.

And then there’s this humorous juxtaposition: