Selling Exercize equipment

December 9 | Posted by mrossol | American Thought, The Left

I can’t make this stuff up…

WSJ  12/5/2019

It used to be a corny joke if a dim-witted man bought his wife a vacuum cleaner for Christmas. In our woke era, any gift can now be interpreted as a sexist micro-aggression. Witness the cultural panic over a Peloton ad for high-tech exercise bikes.

In the TV ad, a man surprises his wife coming home with their young daughter with a Peloton bike. The spin bikes, which retail at a starting price of $2,245, come with interactive software that lets users remotely join guided fitness classes.

The woman in the ad identified as “Grace” soon becomes a Peloton fanatic. She wakes at 6 a.m. to work out and films her rides. “Five days in a row,” she tells a camera. “You surprised? I am.” At the end of the ad, she is shown cuddling with her husband on a couch while reviewing her spinning selfies. The ad sells the benefits of exercise with convenience and a sense of accomplishment.

This isn’t how woke audiences saw it. Peloton is being denounced by the left on social media for peddling products for the privileged, and the ad is under attack for featuring an attractive, fit woman in a chauvinist “dystopia.” “It is incomprehensible what’s happening in this relationship, or why this woman desperately craves the validation that only Peloton can provide,” writes a columnist scold in USA Today. “It’s clear this woman doesn’t need a Peloton. She needs a good therapist and a divorce lawyer.” Or maybe the columnist needs a therapist and more exercise.

As the left’s fit-shamers spun their wheels, Peloton’s stock has plunged 11% over the last two days. The company’s best revenge against the madness of this identity-politics crowd is to keep running the ad and sell more bikes.

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