And just like that, Chris Noth is back for another Peloton bike ride.
On Sunday, Ryan Reynolds’ Maximum Effort marketing company helped produce the spot, which features Noth flirting with Peloton trainer Jess King on a couch in front of a fireplace.
Reynolds provides the voiceover for the ad that Peloton later shared to its official Twitter account, with the company adding the written message, “And just like that…he’s alive.”
The ad is a response to HBO Max’s And Just Like That, which launched with its first two episodes on Thursday. The Sex and the City sequel series’ much-discussed premiere episode ended with Mr. Big (Noth) dying of a heart attack in the arms of longtime love Carrie Bradshaw (Sarah Jessica Parker) shortly after completing his 1,000th Peloton ride.
Peloton produced the spot with Reynolds’ marketing company, Maximum Effort, in just 48 hours.
“To new beginnings,” Noth says in the video. This line is repeated by King, who plays Big’s fictional Peloton trainer, Allegra, in And Just Like That.
After King tells Noth he looks great, the actor replies, “I feel great. Shall we take another ride? Life’s too short not to.” The video reveals two bikes in the background behind their couch.