The Peloton Christmas Campaign: Good, Bad or Ugly?
A Peloton commercial faced criticism from both the media and the general public, with concerns ranging from sexism and unchecked privilege to promoting negative body image. The focal point of controversy in the advertisement revolved around the message a husband conveys to his wife when gifting her an exercise bicycle for Christmas. As such, this is an ideal critical incident to share during the holiday season.
In analyzing this critical incident, students should be able to:
1. Analyze the characteristics of the target audience
2. Explain the brand's position in the marketplace
3. Assess the construct of "offensiveness" relative to a real advertising situation
4. Evaluate the broader social, cultural, and ethical implications of advertising messages
5. Recommend a course of action to address criticism from the press and public