Viewers Are Sweating Over Bike Company’s ‘Sexist’ Holiday Campaign
By Izza Sofia, 05 Dec 2019
An ad for an exercise bike has been mocked for being “misogynistic.”
Stationery bike company Peloton has released its Christmas ad titled The Gift That Gives Back, and it shows a slim woman receiving a US$2,245 bike from her husband as a Christmas gift. The 30-second commercial depicts her recording her fitness transformation and presenting her progress to her husband.
It opens with the actress looking excited to see her gift that is waiting for her downstairs. She then begins filming herself, saying that she’s “nervous and excited” about her first ride.
She starts her routine by waking up at dawn to carry out her workouts, and documents them all to show her husband that she has made full use of the bike.
The ad ends with her saying, “I didn’t realize how much this would change me.”
The clip immediately went viral for its “sexist” undertones, where a man is seen gifting a wife something to help her lose weight.
Social media users additionally called out the husband for his unhealthy control over his spouse, as well as the wife’s obsession to please her partner with a fitness transformation.
“Is anyone else getting, ‘I am afraid of my husband’ vibes from the Peloton commercial?” one Twitter user asks. “I am so glad there are also thousands of others who hate the sexist Peloton ad,” another chimes in.
The ad has also prompted a hilarious parody, with comedian Peter Hargrave imagining a version in which the man is being gifted with space instead of equipment to perform pushups; the clip is captioned as, “Peloton for poor people.”
Nothing says “maybe you should lose a few pounds” like gifting your already rail thin life partner a Peloton pic.twitter.com/E2M9gFdD5A— Siraj Hashmi (@SirajAHashmi) December 2, 2019
That Peloton commercial would be better if at the end you found out she used it to train hard everyday so that the following year, she could beat the shit out of her husband for buying her an exercise bike for Christmas.— Matt Fernandez (@FattMernandez) December 2, 2019
this year i’m thankful for the inspiring peloton commercial of the apprehensive 105 lb woman whose life was forever changed by her new exercise bike bc she was able to get to her goal weight of 103 lbs #livelaughlove #blessed #namaste— Jess (@omgjesstweets) December 1, 2019
My fave commercial right now is that one where a guy buys his already perfectly fit wife a Peloton for Christmas and she gets revenge by making him watch a compilation video of her using it for a year— Adam Tod Brown (@adamtodbrown) November 30, 2019
Dude, I hate that Peloton commercial so much. Why is that already fit/rich woman the center of this ad? And why does she look scared the whole commercial— Zachary Dale (@ZachDale60) December 2, 2019
Is anyone else getting “I’m afraid of my husband” vibes from the woman in the peloton commercial?! You rode a bike a few times this year. Chill out.— Jared Freid (@jtrain56) December 2, 2019
I am so glad there are also thousands of others who hate the sexist peloton ad lmfao— ❄️😷 maddie 😷❄️ (@t3t0bean) December 3, 2019
[via New York Post, opening image via Peloton]
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