Fitness Equipment Company Peloton & Ryan Reynolds Team Up To Resurrect Dead Sex And The City Character In New Ad

Warning: Please skip this story if you haven't seen the first episode of And Just Like That..., the Sex and the City revival series now streaming on HBO Go.

Chris Noth has filmed a commercial for Peloton.

Spoiler ahead, steer clear. Okay, here goes...

The 67-year-old actor's Sex and the City alter ego, Mr Big, passed away in the opening episode of the revival series, And Just Like That..., after suffering a heart attack following his 1,000th session on one of Peloton's exercise bikes. And now, he's poking fun at his shock exit in a festive advert for the interactive fitness provider.

In the 35-sec commercial, narrated by Ryan Reynolds, Noth (presumably reprising his role as Mr Big) sat in front of a Christmas tree and festive-themed fireplace, behind a pair of Peloton bikes as he celebrated "new beginnings" with real-life Peloton instructor Jess King, who was also Big's coach on And Just Like That...

She told him: "You look great."

He then replied: "Oh, I feel great. Shall we take another ride? Life's too short not to."

The company shared the ad on Instagram along with the caption: "And just like that...he's alive."

On the new show, it was explained Big — whose lifeless body was found by his wife Carrie Bradshaw (Sarah Jessica Parker) — had heart issues but his cardiologist had approved for him to work out on his Peloton bike, something which the company claimed afterwards had "maybe even helped delay" his untimely death.

Dr Suzanne Steinbaum, a preventative cardiologist who sits on Peloton's health and wellness advisory council said: "I'm sure SATC fans, like me, are saddened by the news that Mr Big dies of a heart attack. Mr Big lived what many would call an extravagant lifestyle — including cocktails, cigars, and big steaks — and was at serious risk as he had a previous cardiac event in Season 6.

"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...It's always important to talk to your doctor, get tested, and have a healthy prevention strategy. The good news is Peloton helps you track heart rate while you ride, so you can do it safely."

The commercial was produced by Reynolds' marketing company, Maximum Effort. In a statement to Variety, Peloton senior communications lead Denise Kelly said, “Working with Ryan Reynolds and his marketing company, Maximum Effort, we filmed a spot with actor Chris Noth and Peloton instructor Jess King.

“We filmed the spot in New York City this weekend and the entire project came together in less than 48 hours… Maximum Effort was recently acquired by software company MNTN, and Peloton was an early hand-raiser to be a part of MNTN’s new Creative-As-A-Subscription (CaaS) service. This enabled both teams to quickly together to produce this ad.”

Variety reported that Peloton had approved the show's use of its exercise bike as well as King's cameo but wasn't aware that Noth's character would keel over and die from a heart attack after the workout.

Following the premiere of And Just Like That... on Dec 9, Peloton's stock prices fell more than 5 per cent on Friday after dipping as much as 10 per cent in overnight trading. So is the ad some kind of damage control?

Watch the commercial here:

Photo: HBO Go