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(RNS) — One of the holiday season’s biggest ad campaigns has spectacularly backfired. The commercial for Peloton, which sells $2,200 indoor exercise bikes that can interface with the company’s studio-based spin classes, went viral for all the wrong reasons.
Ad - Nov - Husband - Peloton - Bike
In the ad, which premiered Nov. 5, a husband buys a Peloton bike for his (incredibly slender) wife. We then witness her “fitness journey” over the course of the year in a video montage that turns out to be the wife's dewy thank you to her husband.
The general drift of the online response was that it's a mistake to “gift” one's wife with a present that suggests her body is anything but perfect as it is. Others got darker. “Absolutely 100% chance that the husband in the Peloton ad is abusive,” wrote the blogger Allahpundit on Twitter.
Peloton - Spokespeople - Viewers - Misinterpretation - Ad
Peloton spokespeople have lamented viewers’ “misinterpretation” of the ad’s message.
What the ad says about the relationship between the sexes is less interesting, for me, than what it says about wellness culture. The very fact that a piece of exercise equipment could be presented as a romantic and luxurious option for a marital holiday gift — the equivalent of a diamond necklace, say — shows how deeply wellness culture is intertwined with our economic aspirations.
Exercise - Luxury - Month - Equinox - Classes
Exercise, after all, is a luxury. From $220 a month (and rising) Equinox memberships to $40 classes at boutique fitness chains like SLT and SoulCycle to high-end “athleisure” gear like that sold by Outdoor Voices and Lululemon, the most successful fitness brands are those that have managed to position themselves not only as the conduit to a better body, but to a better way of life. It's a path that presumes, however, that the seeker has the luxury to pursue one’s own perfection, which has come to be our culture's idea of...
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I find it extremely funny when people keep voting and expecting the government to change!