We Need to Talk About Peloton's Response To The And Just Like That... Premiere
Photo: HBO Max

Spoilers for the And Just Like That… premiere ahead.

The Sex and the City revival premiered last week with a twist that impacted not only the miniseries, but also public perception of a super-popular exercise company. At the end of the episode, John James Preston, a.k.a. Mr. Big (Chris Noth), has a heart attack after working out on a Peloton stationary bike and later dies in Carrie’s arms. The last voice-over of the episode: “And just like that … Big died.”

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Fans of the 23-year-old franchise were shocked by this turn of events, which left Carrie (Sarah Jessica Parker) and her friends dealing with the existential threat of mortality in their own ways. And, of course, social media was rife with thoughts about Peloton’s placement in the most dramatic death in SATC history.

Peloton didn’t let the moment escape without comment. In a statement to the Los Angeles Times, preventive cardiologist Suzanne Steinbaum, who is a member of Peloton’s health and wellness advisory council, connected Big’s death to his “extravagant lifestyle — including cocktails, cigars, and big steaks,” referencing his heart procedure in Season 6 of the original show.

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“These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death. Riding his Peloton Bike may have even helped delay his cardiac event,” Steinbaum said.

The company then sealed its stance on Mr. Big with a new viral commercial. In the short ad, Noth lounges in a Christmas chalet with Big’s favourite instructor, Allegra (played by real-life Peloton instructor Jess King). We then see a pair of his-and-hers Pelotons after Big proposes taking another ride, because “life’s too short not to.” Cue a Ryan Reynolds voice-over about heart health ending with, “He’s alive.”

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The tongue-in-cheek ad raises so many questions—Is this Big’s version of heaven? Did Peloton make this in four days? Or was this the best product placement coup of all time?—even before you remember that Reynolds owns the marketing company that made the clip, adding another layer of celeb involvement.

Either way, as we watch the drama sure to unfold in the rest of And Just Like That…, we can at least imagine Big is still out there, pedalling away.

This article originally appeared on Harper’s BAZAAR US.