The Peloton advert starring Chris Noth has been pulled from social media. The company yesterday confirmed that the advert against the Sex And The City actor. When it was released last week, the advert quickly went viral - as it resurrected Noth's character, Big, from the dead, after he suffered a heart attack in the first episode of AJLT.
Peloton's stock price dropped after the first episode of AJLT - the company was mentioned throughout the episode, and Big had just completed his 1000th ride before he died. The responding commercial featured a healthy Noth, trainer Jess King (who played instructor Allegra in the episode) and was narrated by Ryan Reynolds. Reynolds' marketing company, Maximum Effort, made the clip - and Reynolds has also deleted the video from Twitter.
'Every single sexual assault accusation must be taken seriously,' Peloton said in a statement, explaining why the advert had been taken down. 'We were unaware of these allegations when we featured Chris Noth in our response to HBO’s reboot. As we seek to learn more, we have stopped promoting this video and archived related social posts.'
Yesterday, The Hollywood Reporterpublished an article, which claims two women contacted the publication - months apart, and separately - accusing Noth, 67, of sexual assault. Both women Zoe, now 40, and Lily, now 31, have gone by pseudonyms to protect their anonymity and say they have come forward as the promo trial for AJLT has stirred up painful memories.
Noth denies the allegations, and responded to them in a statement: 'The accusations against me made by individuals I met years, even decades, ago are categorically false. These stories could’ve been from 30 years ago or 30 days ago — no always means no — that is a line I did not cross. The encounters were consensual. It’s difficult not to question the timing of these stories coming out. I don’t know for certain why they are surfacing now, but I do know this: I did not assault these women.'
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