Peloton Ad

[CamilaGS]

Well, I didn´t read the whole thread, but I´ll give my two cents.
I´m not exactly the target of the ad: I´m fat, somewhat lazy and also married to another woman. So I can´t check any boxes relating to the woman in the ad. lol
Also, I don´t think that the ad depicts a husband that thinks the wife is fat and should get exercise and also, I think the wife in the ad loved the bike (I do agree with the people that says she has a crazed look as if she´s being held hostage - the acting is hilariously bad and the whole "instagramming" set is kinda creepy).
But - although I only had a few marketing classes in Uni and I can´t really speak as a professional - I believe that marketing is not about depicting what normal people do in a normal setting in a normal life. Marketing is about telling you what you should want and how you should behave. My beef with the ad (and yes, I´m also taking into account my lifelong struggle with my weight and body image) is that it shows that you should want a Peloton for Christmas and that you should want to get fit and thin (let´s not kid ourselves that thinness isn´t almost always linked to health, I´ve spent a whole life listening to people "caring about my health") and that you should think it´s an amazing gift from your husband, just like the girl in the ad.

I´ve always had problems with my body image. Even at my thinnest, I still thought I was fat as a cow. Me and my wife, we try to encourage ourselves to eat healthier, to try and exercise, and we just got a (cheaper) bike to try and do more exercise at home. If she had given me the bike as a gift, after I told her I wanted to get one and try to workout more, I would definitely not be offended. But this is an ad. It´s not a person appreciative of my feelings and issues - it´s something that fuels a society that views me as unhealthy and that the best gift I could get for Christmas is something that will make me lose weight.

Also, I´m well aware that beauty standards are more heavily bestowed upon women (it doesn´t mean men don´t suffer from it, my male cousin has also body issues and is known to be on a seesaw of dieting and bingeing his whole life). I know a lot of women that are told by their bfs or husbands (and also their mothers, their gfs and wives too) that they look fat and should lose weight - one of my best friends ended her engagement because her fiancé said he would only marry her if she lost the weight she gained since they started dating, no kidding. So maybe if some people are "reading too much into it" is because it resonates with what they go through all of their lives. That can be said about the people that saw this ad and had a problem with it and the same can be said about people that complain about sexism in general, or racism, or homophobia. Maybe you don´t see it through your lenses, but it doesn´t mean what they see through theirs is wrong just because it´s different from yours.

And as a final statement, I must say: damn, that bike is expensive.

 

[gillep]

I'll answer the wife-for-husband thing with this, and this is my opinion only and I note that not every family handles purchases this way.

This should be a FAMILY decision purchase. Is she the only one using the bike? He probably uses it too, no? It's not like they each have their own. Did he buy because he wanted her to have it, or did he buy it to also justify having one for himself? Why, instead of this being a holiday gift, can't this be a purchase that is discussed and agreed upon as something they can add to the household. It's not like he bought her an InstaPot, he bought her an expensive piece of equipment that requires commitment to justify the cost and will require additional costs to continue to use as designed. I think I'd be annoyed by a purchase like this because if I said I wanted it, why are waiting til Christmas to be surprised by it when we can mutually agree it's a good gift for both of us and that we're both on board with this investment. But I also recognize that for the intended market, the cost might be a drop in the bucket and not worth considering to the point that I am.

But it goes both ways for me. Surprising someone with an expensive, commitment-required device is weird without prior discussion. That's without the potential commentary on the "need" for the product, because if you think your partner needs to work on something, hopefully there's been open conversation about that before dropping 2K on it.

See, this is another thing I find annoying about the ad! If she DID do this, and there's nothing wrong with that!, then leading her into the room with her eyes covered is so annoying! "Here, honey, I'm going to surprise you with something you were super obvious about wanting! Aren't you SO SURPRISED?!" No! Surprise me with something that I didn't hand to you!

Everyone is different, I don't understand these at all. My husband and I each enjoy very different types of fitness, odds are we are not sharing equipment, no matter how much it costs as we don't enjoy the same workouts. It is also a commercial, we have no idea if they discussed it zero times, or three hundred, we aren't seeing their entire life up to this point.

Also, it is absolutely possible to surprise someone even with a large gift they have been asking for. My husband or I have wanted expensive things that the other said we weren't in a position to get at that time, or just didn't want to deal with finding room for, and then after researching it more, and checking the finances, or space issues, decided we could swing and have presented it as a surprise. Not always, but certainly we have each done this a time or two and the person was genuinely surprised and grateful. If my husband wants something, and I purchase it for him, I consider that a 'family decision' not sure what other thought or discussions would need to go into it.

My husband spends quite a bit of time at the gym in the winter when he can't take his bike out, so I have floated the idea of a Peloton to him as it means less time at the gym and more time at home, but that was a total no go for many reasons that my husband had about how it wasn't worth it. Oh well.

Also, my favorite recent gift has been a replacement robotic vacuum, I love the thing, and do not care at all that it is a cleaning implement. I forgot to turn it on before I took the dog for a walk today and was even able to start it from my smart watch, blissful to come back to clean floors!!!!

 

[soccerdad72]

Yep. All exercise is good exercise, generally speaking. I wouldn't buy a Peleton anyway, as like I said I'm not a fan of cardio only. It's a really good way to get what's called "skinny fat". You physically look skinny, but have an unhealthy high body fat %. Doing nothing but cardio requires a specific nutrition regiment that most people don't do. Therefore, they wind up burning muscle, not fat.

You keep coming back to this point, but the folks I know who own a Peleton use it in addition to gym workouts (weight training, resistance, etc.). Not that there aren't folks who have bought one to replace their gym membership, but it's not a mutually exclusive thing.

 

[fly girl]

I don't see the commercial as sexist. She looks excited to get the bike, like it was a gift she really wanted.

Is the commercial weird, yes. It's the vlog part that is weird. Her sheepishly watching on the couch with scared doe eyes for her husband to be proud or something. It's icky to me, but not enough to warrant all this backlash.

It is a commercial, most of them are really bad. (Only 2 in the last few years have had me happy -- Cookie Monster making cookies using Siri, and the Snickers Almond commercial.)

 

[Klayfish]

You keep coming back to this point, but the folks I know who own a Peleton use it in addition to gym workouts (weight training, resistance, etc.). Not that there aren't folks who have bought one to replace their gym membership, but it's not a mutually exclusive thing.

Totally agree. 100%. Using it in addition to some kind of resistance training is spectacular. Don't know any Peleton owners...too high rent district for me... , but most cardio people I see at the gym are nothing but cardio. Not even sure they know the gym has other equipment.

 

[skyblue17]

Also, it is absolutely possible to surprise someone even with a large gift they have been asking for. My husband or I have wanted expensive things that the other said we weren't in a position to get at that time, or just didn't want to deal with finding room for, and then after researching it more, and checking the finances, or space issues, decided we could swing and have presented it as a surprise. Not always, but certainly we have each done this a time or two and the person was genuinely surprised and grateful. If my husband wants something, and I purchase it for him, I consider that a 'family decision' not sure what other thought or discussions would need to go into it.

Also, my favorite recent gift has been a replacement robotic vacuum, I love the thing, and do not care at all that it is a cleaning implement. I forgot to turn it on before I took the dog for a walk today and was even able to start it from my smart watch, blissful to come back to clean floors!!!!

I guess my thing is that if it's a big gift and it's taking up space in the house and it costs a lot of money, why wait til Christmas. Just buy the thing. But, like you say, I'm coming at this from a different angle. My parents don't buy each other Christmas gifts so that they can travel and treat themselves throughout the year. I'd rather be given a small gift at Christmas and not have to wait five months for the big thing I could use right now, you know?

As for the vacuum, that sounds awesome! I'm not saying it's a bummer to give gifts that people "need" over fun items that have limited use. It's more that if it's a household thing that will be used by multiple people or take up shared space, why not just have it be a mutual decision. Especially if it's coming from shared finances. You wouldn't decide to buy a sectional couch without discussing it, right?

 

[Moliphino]

I guess I’ll have to be more clear. People aren’t outraged over the price of this thing. They’re outraged at what they perceive as commentary on a woman’s body. Implications that her husband thinks she needs to be thinner, that she’s not good enough, he’s abusive etc. because he bought her an exercise bike. I want to know if people would associate those things with a man getting an exercise bike. *I* suspect not. I think people would assume he wanted the bike, that he WANTS to be fitter and/or she’s concerned about his health. I don’t think it would be on anyone’s radar at all if the roles were reversed.

And multiple people have told you they think it DOES go for both men and women, but you seem to be ignoring it because it's not what you want to hear.

 

[Kestryl]

The commercial offends you? How cute! Now, be a good girl and go make me a sandwich.

Eh, pass. My husband is a much better culinary expert than I am. You’d be better off asking him.

 

[wenrob]

And multiple people have told you they think it DOES go for both men and women, but you seem to be ignoring it because it's not what you want to hear.

Multiple people? You’re the only one who even came close by saying it would imply he needs to work out. I haven’t seen anyone say they thought it would objectify men or be abusive. I’m not ignoring anything.

 

[lifesavacation]

It doesn't seem all that expensive to me. I may be desensitized to how much cycling and exercise equipment costs, though. DH cycled 20 miles to and from work for years and quality bikes are expensive! We also have a commercial Precor elliptical at home and that was expensive. Having said that, I would hate this as a gift. I enjoy pretty much all cardio at the gym, except cycling. A 40 minute spin class felt like 4 hours. Pure torture.

And I think the facial expressions on this actor are hilarious They'd match how I'd look if my husband got me this for Christmas.

 

[yoopermom]

I have a cousin who this ad is specifically marketed to . She and her DH are DINKS, very high power in their individual jobs, she views her weight and fitness as part of her body image re her career, and a 2K bike would not be a luxury but just another shiny new toy/tool. I understand that the company is NOT aiming this item at me (since I fit none of their potential purchaser demographics), and it just doesn't bother me. I think it's not extremely well produced, but whatever.

Consumers have different desires and different amounts of disposable income, who am I to judge?

Terri

 

[mjkacmom]

Everyone is different, I don't understand these at all. My husband and I each enjoy very different types of fitness, odds are we are not sharing equipment, no matter how much it costs as we don't enjoy the same workouts. It is also a commercial, we have no idea if they discussed it zero times, or three hundred, we aren't seeing their entire life up to this point.

Also, it is absolutely possible to surprise someone even with a large gift they have been asking for. My husband or I have wanted expensive things that the other said we weren't in a position to get at that time, or just didn't want to deal with finding room for, and then after researching it more, and checking the finances, or space issues, decided we could swing and have presented it as a surprise. Not always, but certainly we have each done this a time or two and the person was genuinely surprised and grateful. If my husband wants something, and I purchase it for him, I consider that a 'family decision' not sure what other thought or discussions would need to go into it.

My husband spends quite a bit of time at the gym in the winter when he can't take his bike out, so I have floated the idea of a Peloton to him as it means less time at the gym and more time at home, but that was a total no go for many reasons that my husband had about how it wasn't worth it. Oh well.

Also, my favorite recent gift has been a replacement robotic vacuum, I love the thing, and do not care at all that it is a cleaning implement. I forgot to turn it on before I took the dog for a walk today and was even able to start it from my smart watch, blissful to come back to clean floors!!!!

I’ve received 2 roombas for Christmas, 1 year I had to open it early because the previous 1 bit the dust before Christmas.

 

[gillep]

I guess my thing is that if it's a big gift and it's taking up space in the house and it costs a lot of money, why wait til Christmas. Just buy the thing. But, like you say, I'm coming at this from a different angle. My parents don't buy each other Christmas gifts so that they can travel and treat themselves throughout the year. I'd rather be given a small gift at Christmas and not have to wait five months for the big thing I could use right now, you know?

As for the vacuum, that sounds awesome! I'm not saying it's a bummer to give gifts that people "need" over fun items that have limited use. It's more that if it's a household thing that will be used by multiple people or take up shared space, why not just have it be a mutual decision. You wouldn't decide to buy a sectional couch without discussing it, right?

I think it all just comes down to different personalities and perspectives. For me, I agree with you, it doesn't matter if I get something for Christmas or a random Tuesday if it is something I really want, I will be excited and grateful regardless. For some people though, receiving something really nice like this as a Christmas present is more meaningful to them, my sisters in law are like this. I am 100% sure that, for them, a gift received for a specific gift giving occasion, is more meaningful than if it was out of the blue, I don't understand it but I respect it.

I have gotten to the point that I don't need more 'stuff' in my life, even well thought out items, I would much prefer something really useful. Also, I have no issue treating myself to a cheaper fun item that I might see throughout the year, but wouldn't splurge on a new vacuum, so it is nice to receive as a gift. Not everyone must feel this way, but I do and appreciate that my husband respects that. I genuinely get joy out of certain household items so to me they are 'fun' items, doesn't mean everyone has to classify them that way. To me, if I research something and tell my husband that I want it, and he looks into it and decides to purchase it, then that is by my definition a mutual decision. I guess I don't see the need to have any more of a discussion, if the other person had reservations or questions, then sure talk it out, but for the most part my husband and I trust one another to put a lot of thought into the things we ask for, we are both researchers, so I don't usually see the point of any sort of additional discussion. Things also don't happen in a vacuum, my husband is a bike rider, I hear about bike riding from him all the time, so if he tells me he wants something special for his bike, odds are, I have more than enough context from just living with him and sharing things day-to-day about our lives and interests.

ETA: I have also purchased my husband a tool set and a portable air pump for his car as Valentines gifts because that's what he wanted so we are equal opportunity givers when it comes to practical vs 'fun' things. These two gifts are probably top 3 if you ask him, he is constantly praising both.

 

[Moliphino]

Multiple people? You’re the only one who even came close by saying it would imply he needs to work out. I haven’t seen anyone say they thought it would objectify men or be abusive. I’m not ignoring anything.

You had already quoted the other person yourself.

But it goes both ways for me. Surprising someone with an expensive, commitment-required device is weird without prior discussion. That's without the potential commentary on the "need" for the product, because if you think your partner needs to work on something, hopefully there's been open conversation about that before dropping 2K on it.

 

[RamblingMad]

One of Peloton's guiding principals is that the bike is supposed to be an attractive piece of design that is pretty enough to display. Their whole raison d'être is "fitness" as status symbol. The whole point of owning one is showing other people that you own one. There are many, many other brands of exercise bike that are functionally just as good.

In the US fitness is tied to wealth. You’ll find the rich in better shape than the middle. It’s a symbol of wealth. However, you’ll also see the poor skinny due to lack of food. It’s an interesting graphic.

 

[bcla]

One of Peloton's guiding principals is that the bike is supposed to be an attractive piece of design that is pretty enough to display. Their whole raison d'être is "fitness" as status symbol. The whole point of owning one is showing other people that you own one. There are many, many other brands of exercise bike that are functionally just as good.

Isn't the marketing term "aspirational"? It's really a "lifestyle" brand that's supposed to project that the owner is living a certain desirable lifestyle. I've seen it over the years with outdoor gear companies. The North Face, Patagonia, Marmot, etc. all started off as clothing/equipment makers for hardcore hikers, climbers, skiers, etc., but there's only a certain market for that. Now they need to tap into customers who are just going to wear it to work or the mall. I was listening to a founder of Mountain Hardwear discussing how they were selling to people who were less than hardcore about outdoor pursuits. He said he thought about being "pure" to the company's origins, but in the end they needed to make money and sell to people who just wanted it for "the look".

It's been around for the longest time. Back in the 80s there was a TV pilot produced by Eddie Murphy called What's Alan Watching? The title character had an older brother who bought a Porsche 911 and would rather give up his apartment and move back with his parents rather than give up the car. After he moved back in, he was at the dinner table talking about buying a ski rack for the car. When his brother said that he didn't ski, his answer was that people would think he did.

 

[Mackenzie Click-Mickelson]

To me, if I research something and tell my husband that I want it, and he looks into it and decides to purchase it, then that is by my definition a mutual decision. I guess I don't see the need to have any more of a discussion, if the other person had reservations or questions, then sure talk it out, but for the most part my husband and I trust one another to put a lot of thought into the things we ask for, we are both researchers, so I don't usually see the point of any sort of additional discussion.

My husband and I are researchers too. Sometimes, probably more in our early days, we weren't as in sync. One year early on in our relationship my husband (then boyfriend) gave me for Christmas a nice and expensive (to us in terms of our budgets though not expensive I'm sure to others) jewelry armoire. I had been mentioning that I always wanted one, and by mentioning I mean just in passing never actually thinking nor wanting it as a gift. I was not wanting my husband to buy one for me because I wanted a certain look, color and functionality in something like that. Well he bought me one and while I was appreciative and very grateful it is to this day the only gift I have ever had us return because unfortunately it missed the mark by quite a lot.

BUT I totally agree if I had researched the very specific jewelry armoire I wanted, told my husband and he decides to purchase it that then that has become a mutual decision. I wouldn't have told him about this very specific jewlery armoire if I wasn't ok with getting it. But me mentioning that in passing without specifics meant it was left up to chance that it would be one I would truly want.

 

[Searc]

When I first saw the add, I kind of just rolled my eyes. Exercising and blogging first thing in the morning isn’t my cup of tea. My DH saw it and thought it was stupid. BUT it’s turning out to be pretty ingenious for the amount of free publicity it has created. In the marketing world, it doesn’t matter if it’s bad or good publicity. Peloton is now a name I recognize!

Their stock has also dropped almost 10%, so no, it isn't good for them. I have not checked it today, because I don't care that much.

 

[gillep]

My husband and I are researchers too. Sometimes, probably more in our early days, we weren't as in sync. One year early on in our relationship my husband (then boyfriend) gave me for Christmas a nice and expensive (to us in terms of our budgets though not expensive I'm sure to others) jewelry armoire. I had been mentioning that I always wanted one, and by mentioning I mean just in passing never actually thinking nor wanting it as a gift. I was not wanting my husband to buy one for me because I wanted a certain look, color and functionality in something like that. Well he bought me one and while I was appreciative and very grateful it is to this day the only gift I have ever had us return because unfortunately it missed the mark by quite a lot.

BUT I totally agree if I had researched the very specific jewelry armoire I wanted, told my husband and he decides to purchase it that then that has become a mutual decision. I wouldn't have told him about this very specific jewlery armoire if I wasn't ok with getting it. But me mentioning that in passing without specifics meant it was left up to chance that it would be one I would truly want.

Oh my goodness, yes. I let my husband know all the specifics. Thankfully, we now know one another well enough to know that we are pretty picky about things so we don't just purchase anything generic unless the other is clear that specifics aren't important. For the vacuum, my husband knew how much I loved my original that was dying, and I had mentioned many times that I much preferred this brand to any of the others I had looked at, so he was confident that buying the top of the line in that brand would be what I wanted, and he was right.

For a couple years there I wasn't being as helpful about what I wanted, so my husband was defaulting to jewelry, which is fine because he knows my taste very well, but I had to put an end to that. I only have so many fingers, wrists, etc. to wear jewelry!!! I was getting sad that I wasn't able to wear some of these pieces that I loved as much as I wanted because I was having to rotate things around. We now have a no jewelry rule. I just don't need any more jewelry and my husband would much prefer that I get something I want and can use, even if it is a vacuum or dutch oven.

 

[DisneyDebbie]

it's gotten publicity, but its stock has also dropped, so it's not all good.

I guess time will tell if it will hurt or help their bottom line. Knee jerk reactions aren’t always predictive. I’ve been hearing about Peloton bikes for days now on social media, radio, and tv