Peloton
- Who created this message?
This message was created for Peloton Interactive Incorporated. Peloton is an exercise equipment company based out of New York City. The company sells high-end stationary bicycles, treadmills, and rowers that have Internet-connected touch screens. Classes are offered on-demand and streaming. To access the monthly classes and special features, users can pay $44 for a membership or $12.99 for the app.
2. What creative techniques are used to attract my attention?
This ad attracts my attention by having a lot of fit people exercising. Everyone is smiling and having so much fun! They make it look so easy. Watching this ad immediately makes me feel like I should be working out. It shows people exercising on the Peloton equipment but also running outdoors without equipment. This says to me - Look! You can be a part of our exclusive community without purchasing our expensive equipment!
3. How might different people understand this message differently than me?
The ad starts out by saying that 92% of people who start the Peloton program at the beginning of the year are still using the app a year later. If you are someone who stopped an exercise regimen, you might feel pretty lousy because you are among the mere 8% that couldn’t stick with it. Even though, I’m sure a large percentage of the people who still have the app, don’t actually use it (my husband included).
4. What values, lifestyles and points of view are represented in, or omitted from, this message?
Peloton is seen by many as an elitist company but this ad is trying to appeal to middle-class, middle-aged people. The people in the ad are wearing plain shirts and inexpensive-looking workout clothes. The voiceover says in a mocking tone, “Just an elitist fitness cult” and then the middle-aged guy on the treadmill shakes his head like - that’s crazy, I’m just an average dude running on a treadmill. Most of the people in this ad look middle-aged, fairly fit and able.This ad does not have a lot of variety in age, size or ability.
5. Why is this message being sent?
This message is being sent to dispel the notion that Peloton is an elitist company. In 2019, Peloton released an ad showing a husband giving his wife a Peloton bike (price tag of $1500-$3000). She makes a video of herself in her beautiful, expansive home with walls of windows. The ad was so out of touch with the average household. Also, the ad was extremely sexist. The husband gave his wife a piece of exercise equipment so she could get in shape.
Just for fun - SNL Peloton spoof- Pelotaunt - SNL