UK Politics

Peloton criticised for ‘sexist’ and ‘dystopian’ exercise bike advert


Exercise bike company Peloton has been widely criticised for its Christmas advert which has been branded "sexist" and "dystopian" on social media.

In the advert, called "The Gift That Gives Back", a woman is seen receiving a Peloton bike from her husband.

She goes on to film short videos of herself using the equipment in which she says she is "a little nervous" before her first ride, and later expresses her pride at using the bike "five a days in a row".

The woman and her husband later watch one of the videos in which she says: "A year ago I didn't realise how much (the bike) would change me."

She then thanks her husband for buying her the gift.


Image: The advert features a woman whose husband bought her one of the exercise bikes for Christmas. Pic: Peloton/Twitter

The 30-second advert has attracted criticism on Twitter with some users calling it "sexist".

Others said the husband is "controlling" and "manipulative" for buying his wife the present and claimed he is suggesting she needs to lose weight.

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Comedian and writer Jess Dweck compared the advert, which has been viewed more than two million times on YouTube, to an episode of Netflix's dystopian anthology "Black Mirror".

She wrote: "The only way to enjoy that Peloton ad is to think of it as the first minute of an episode of Black Mirror."

The only way to enjoy that Peloton ad is to think of it as the first minute of an episode of Black Mirror

— Jess Dweck (@TheDweck) December 2, 2019

Twitter user Rebecca Tallent wrote: "Peloton's ads really are sexist and elitist."

Another social media user, named only as Maddie, wrote on Twitter: "I am so glad there are also thousands of others who hate the sexist Peloton ad."

Peloton's ads really are sexist and elitist.

— Rebecca Tallent (@RebeccaTallent1) December 3, 2019

Refinitiv's Eikon social media monitor showed sentiment towards Peloton turned negative on Tuesday, having been firmly positive in the past couple of months.

Some Twitter users supported the advert and called the outcry an "over-reaction", while others said the commercial was a marketing trick to attract attention.

Blogger Matt Walsh wrote on Twitter: "Unpopular opinion: The Peloton ad isRead More – Source