The latest ad storm in a teacup is about a clunky Peloton commercial, The Gift That Gives Back, about a man who gives his wife the exercise bike. The ad has been pilloried in social media for sending women back to the ‘50s.
This story is not about that. It’s about the tactical ad brilliance of Ryan Reynolds. Reynolds has made the Peloton wife the star in the new spot, Bike Not Included, for his Aviation Gin. The commercial doesn’t reference Peleton directly, although its title isn’t exactly subtle, but it appears as though the woman has left her husband.
In customary Reynolds fashion, he promoted the ad with a tweet, which rapidly racked up likes and retweets – reaching 211.9k likes and 33.2k retweets in its first 24 hours.
Exercise bike not included. #AviationGin pic.twitter.com/jYHW74h81l
— Ryan Reynolds (@VancityReynolds) December 7, 2019
I don’t drink. But I’d buy a bottle of #aviationgin just for the meme / the awesome ad. pic.twitter.com/zj57eS9tK4
— Isaac Samayoa (@Isaac12Sam) December 7, 2019
Watch the Peloton ad:
https://youtu.be/pShKu2icEYw
Aviation Gin is becoming one of the world’s great advertisers.
adam&eveDDB NY: Ryan Reynolds promotes his gin inside a Samung ad inside a movie promo
Reynolds is becoming one of the world’s great ad men.
