Jumping on a Peloton for a workout is a great way to get the heart pumping. But you can get the same effect from watching its newest ad campaign.<\/p>\n
The brand\u2019s latest ad, which dropped last Tuesday, a continuation of its \u201cLet Yourself Go\u201d marketing platform, stars Heated Rivalry <\/em>actor Hudson Williams dancing, strutting, and working out to David Bowie\u2019s \u201cFame\u201d in an all-white short-shorts-and-tank-top getup. The spot was directed by Bethany Vargas, whose past work includes Lady Gaga\u2019s \u201cAbracadabra\u201d music video and Gap\u2019s \u201cBetter in Denim\u201d campaign, and it is running in the US and Canada across channels including TV, OTT, online video, social, and digital out-of-home.<\/p>\n It\u2019s one of CMO Megan Imbres\u2019s first big projects at Peloton after joining from Apple last summer, and she said it\u2019s all about evoking big feelings and influencing culture, a favorite goal for many CMOs.<\/p>\n How top marketers go about involving their brands in cultural moments differs, but there\u2019s one method that\u2019s proving popular for at least a couple of brands this year: pairing one of the Heated Rivalry<\/em> stars with a celebrated director, putting them in tank tops that show off their biceps, and letting the internet do the rest.<\/p>\n \u201cI knew it was going to connect,\u201d Imbres told Marketing Brew. \u201cI did not think it was going to connect at the level that it has.\u201d<\/p>\n When Imbres started at Peloton in July, she was quickly tasked with putting together a new brand campaign that would roll out in October. The resulting work, the first iteration of \u201cLet Yourself Go,\u201d was meant to evoke a feeling of joy associated with fitness.<\/p>\n Usually, \u201cit\u2019s always this moan-and-groan moment,\u201d Imbres said of fitness messaging. \u201cIt\u2019s just such a trope. I wanted it to be really celebratory.\u201d<\/p>\n For the next addition to the platform, Imbres and her team started with the idea of depicting real Peloton instructors\u2014and not just on the screens of the brand\u2019s fitness equipment. In the spot, Williams works out with Adrian Williams through the screen of his treadmill before being coached by Tunde Oyeneyin in person.<\/p>\nRenaissance man<\/h2>\n