📂 Marketing jiujitsu: Ryan Reynolds' Peleton ad

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​The actress who plays the controversial Madison Avenue figure in a commercial for Peleton is back in a new ad campaign – for another marketer that has little to do with promoting a healthy lifestyle.

​Aviation Gin, owned by Davos Brands and actor Ryan Reynolds, on Friday released a video ad for its liquor in which Monica Ruiz reprises her role as the woman whose husband gave her a Peloton bike in a different commercial, sparking a frenzied digital conversation over whether Peloton was reinforcing sexist images of wives forced to keep themselves thin to please their spouses.

The Aviation spot adds a new chapter to the story. In the new commercial, Ruiz’ hapless wife sits at a bar with two female friends, apparently shocked by the furor surrounding her appearance for Peloton. “You’re safe here,” says one of her pals. The wife proceeds to down a martini – quickly. “This gin is really smooth,” she says, and the other friend offers her a second drink. As the ad shifts to a picture of Aviation Gin, one of the girlfriends is heard saying, “You look great, by the way” – a clear reference to the Peloton workouts.

Aviation’s commercial response gained traction after Reynolds tweeted a link to it:

Ryan Reynolds @VancityReynolds Exercise bike not included. #AviationGin pic.twitter.com/jYHW74h81l December 6th 2019 37,801 Retweets 262,884 Likes

Marketing jiujitjiu at its finest.

—Corey

p.s. did you see that I launched my new course, Marketing Like A Media Company? Would love for you to check it out →​

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