Peloton is launching a brand new ad campaign that focuses on their instructors called “Motivation that Moves You.” You can watch the new spot now on the Peloton website, or embedded below
The ad features four instructors: Rad Lopez, Cody Rigsby, Jess Sims, and Adrian Williams. Peloton published a blog post with additional details about the campaign:
You can watch epic film moments like these, or you can experience them yourself in a Peloton class. Peloton was created to solve the problem of finding exercise you can stick with, because we make motivation that moves you; classes that are the right mix of instruction and entertainment for whatever you’re in the mood to experience. Our Peloton instructors are the secret to why so many people keep going with our workouts when so many other workout routines have failed them, and we wanted to celebrate that in our newest brand campaign.
Unlike previous ad campaigns that focus heavily on hardware – i.e. the Bike and Tread – this newest campaign places the spotlight on Peloton’s coaches, and even infuses some humor while doing so.
Instead of seeing instructors in the studio, we see them in a variety of classic TV/film scenarios. Rad speaks to a locker room of football players; Adrian speaks to a company boardroom; Cody speaks to what appears to be a gathering of townspeople in medieval times (including some viral quotes from his previous classes – fajitas, anyone?); and Jess speaks to what is likely the protagonist in a horror movie.
Viewers do not see any Peloton devices until the final seconds of the ad, when the instructors are transported back to their regular classes and members are shown on the Bike, Tread, and using the Peloton Guide.
According to AdWeek, Peloton worked with Mother LA on the campaign. Dara Treseder, Peloton’s Senior Vice President and Head of Global Marketing and Communications, provided a statement to the publication:
“One of the things we regularly hear from our members is the powerful relationships they form with their favorite instructors. Whatever they need, many have go-to instructors who know just how to meet them where they are and unlock that motivation in them. We wanted to bring that front and center for the first time—and showcase the different flavors of motivation via different instructors and styles.”
A Peloton press release shares that the ad will air first in North America with 60 second, 30 second, and 15 second spots on TV, digital, social, and other channels.
You can read more about the “Motivation that Moves You” campaign on the Peloton blog.
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