Ryan Reynolds on How His Peloton Ad Collaboration Came Together in 48 Hours

After Sex and the City's Mr. Big had his high-profile moment, the cycling brand brought in Maximum Effort

If there were a business equivalent of a rom-com storyline, this might be it.

Two years ago, Ryan Reynolds’ Maximum Effort agency made headlines (and stellar content) by poking fun at Peloton. But the brand took it in stride, and in recent weeks had even been talking to Reynolds’ team about officially working together.

This weekend, Maximum Effort and Peloton were back on screen and grabbing the internet’s whole-ass attention together, but this time as collaborators.

Adweek caught up with Reynolds to learn a bit more about how the “Unspoiler Alert” spot, an instant classic of responsive marketing, came together so quickly after the debut of HBO Max’s Sex and the City reboot, And Just Like That, included a shocking scene about longtime character Mr.



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