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Sensitive content warning: This article mentions sexual assault.
Mr. Big, is in fact, dead—again.
Peloton confirmed to Adweek that actor Chris Noth, who plays Mr. Big in the Sex and the City franchise, will no longer appear in the company’s much-talked about video ad following reports alleging that he sexually assaulted two women.
“Every single sexual assault accusation must be taken seriously,” a Peloton representative told Adweek. “We were unaware of these allegations when we featured Chris Noth in our response to HBO’s reboot.
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