Peloton's Advertising Disaster

Now, we all know Christmas ads can be pretty cringey – like the Mariah Carey ‘Walkers’ one, BRUTAL, and the public are just sitting at the ready just WAITING to slate them online. But one that’s getting a lot of attention is the Peloton one.

You’ve probably heard of Peloton, it’s basically a (£2,000) exercise bike with a tablet-y thing that lets your stream live workouts while you pedal. I know what you’re thinking, but no, it’s COMPLETELY different to just watching YouTube workout videos on a regular spin bike…

Does everyone look like this during exercise?

Anyway, Peloton released their Christmas ad a few weeks ago, if you haven’t seen it or don’t fancy watching the 2 minute creative masterpiece, here’s a lil summary: The ad starts with a man buying his wife a Peloton exercise bike for Christmas (so basically the gift of pain, sweat and exhaustion, lucky gal). For her revenge, To thank him, she decides to make a vlog of her using the bike throughout the year, and makes a compilation video, which she then forces him lets him watch. The ultimate film night. 

Enjoy 🙂

It wasn’t long before this ad really got people talking, but not for good reasons. You’re shocked, I know. The ad was criticised for being “sexist”, with people saying a man buying his wife an exercise bike might be seen as an indication that he wants her to lose weight. I mean, it wouldn’t exactly boost your ego, would it? Then the fact that the woman looks to be in perfectly fit and healthy shape added a bit more fuel to the fire.

Next in line to be mocked by the public, was the woman saying, “A year ago, I didn’t realise how much this would change me”; because, well, there wasn’t exactly a jaw-dropping transformation (or transformation at all) after using the exercise bike for a year. So it doesn’t really do much in selling the actual product, does it? Using a “before and after” to showcase the results of using a fitness product is a pretty good strategy, but only if there are actual results to show, like.

Aside from that, the ad was mocked on Twitter for just being weird. The public were spoiled for choice on what to comment on. From the sheer fear in the poor woman’s eyes when she’s using the product which has been labelled as “dystopian”; to the fact that she not only filmed it, but made a compilation (why, like); and THEN presented this as a gift to her husband. Uncomfortable viewing to say the least. 

I know there’s the whole “all press is good press” thing, but, maybe not in this case. As if having their advertising efforts laughed at and criticised wasn’t bad enough, Peloton’s shares have actually gone down by 9% as a result of it. It just goes to show how crucial it is to get the ad and message right.

They recently responded to the criticism by saying that the ad was “misinterpreted”, and I do get what they were trying to do, but I think a few things were overlooked when choosing how to communicate it. It’ll be interesting to see how Peleton plan to recover from this and what their next ad will be like. Whether this one’s “sexist” or “dystopian” can be argued, but what can’t be, is how painful it is to watch. 

Don’t @ Me

Well, it’s pretty ironic that I want to go into digital or social media marketing but don’t have Twitter, isn’t it?

Truth is, I do have Twitter. I actually have like 6 different accounts floating about somewhere, one for every time I decided to get it, then didn’t have a baldy how to use it so just deleted the app.

I did use to have an account and tweet the occasional witty comment or inspirational Lil Wayne lyric that just resonated with my soul ~there’s just something about degrading women, murder and drugs that rly spoke to 2013 me~. But I think I just got a bit fed up and couldn’t really be bothered with it anymore, I never tweeted much anyway and then got offended when people unfollowed me (the NERVE).

So why don’t I have Twitter?

There’s a couple of reasons (apart from the fact it adds a lil bit of mystery because people can’t creep me online).

1. Coming up with a username (or “handle” as I believe the Twitter kids say). Niamh is a really common name so a lot of usernames are taken – and as much as I’d like “niamhm1223216” as my handle, it doesn’t exactly scream “memorable” and no way would I remember it when trying to log in.

2. Coming up with a bio – as if coming up with my Instagram one wasn’t tough enough. What do I write, my age and uni? “Follow me pls”? another Lil Wayne quote? I don’t want to be boring (not that I could be) but I don’t want to be trying too hard either, people have to think “oh I’ll give her a wee follow”.

3. Ever get when you’re running late and you think to yourself “it actually looks worse if I show up this late than if I just don’t show up”? Like am I too late to the Twitter party? Years ago I decided to wait until the “whole Twitter thing” died down, so I wouldn’t have to make it. But here we are, about 6 years later and yep, it’s STILL a thing. Yay.

4. What’s my first tweet gonna be? “Hi”? A meme? “I don’t know how to use this”? If I’m making a comeback after about 5 years and finally joining the Twitter world, I need to have a good entrance. Like a washed up 2000s singer trying to be a somebody again. Craig David needed a BANGER when stepping back on the scene like.

5. Followers. Like how will people find me? No one wants to be that person with 5,000 tweets, following 893 and only 4 followers, it’s a bit scundering like. No harm.

These all come back to one main reason which is that I don’t know what I want from Twitter.
For me, LinkedIn is professional and proper, Instagram is more “behind the scenes” and not so serious and Facebook is for changing your profile picture so people don’t forget you exist and tagging friends in memes. So what’d my Twitter be for? Do I want to use it to stay in the loop with current affairs, look at memes or follow celeb gossip? (Obviously there are other options. I hope).

It’s important to build a digital presence and brand, and I don’t know what mine is yet. It’s the same reason I don’t know what handle I’d have or what my first tweet would be. I don’t wanna tweet about the latest first dates episode if I want to be taken seriously. But do I want to be taken seriously and just retweet business news? Isn’t that what LinkedIn’s for? I want to be me and have my social media reflect that. But I don’t really know what that “me” is yet. Ya girl’s still growing (one day I will be 5ft4, just you wait and see).

If I knew what I wanted, I could choose a handle, I could write a bio, I could think of a first tweet. I’d know who I wanted to follow and what photo I’d want as my dp. But until then, I don’t see the point making Twitter. I don’t want a seventh account floating about, and I sure as hell don’t want to waste a good name.