Peloton recently launched the 2021 holiday campaign titled “When Your Workout Is a Joy, It’s a Joy to Work Out.” Produced in proud partnership with creative agency adam&eveNYC, the three video series is a modern retelling of Charles Dickens’ A Christmas Carol, featuring actor and comedian Brett Gelman as Scrooge. The campaign showcases how Peloton is for everyone, Scrooges included, with enough fun and entertaining content that everyone can find joy in fitness.
The campaign videos follow Scrooge, played by Brett Gelman with his signature brand of humor, as he is gifted Peloton hardware – both the Bike+ and the Tread in separate video spots. Viewers watch as Scrooge and his perma-frown ride, run, lift and flow as he discovers his way through Peloton’s immersive workout content and world-class instructors. Scrooge is able to finally find joy and happiness when he experiences the joy of working out with Peloton that makes fitness entertaining and fun.
On playing Scrooge, Brett Gelman said, “What can be better than bringing people laughter and fitness at the same time? Peloton has certainly brought fun and joy into working out like nobody else has. I’ve tried to bring that same fun and joy to Scrooge aka the most famous grump of all time. I hope this spot will drive everyone to have more fun with their daily exercise, and realize their lifelong desire to see Scrooge work out.”
“Scrooge is the quintessential embodiment of a holiday killjoy! Working alongside adam&eve, we wanted to bring humor and fun to our holiday campaign by reimagining what Scrooge’s story would look like, if he received Peloton hardware this holiday, ” said Bryant Brennan, Peloton’s Senior Vice President, Head of Global Creative. “The underlying message of the campaign is simple but powerful: when your workout is a joy, it’s a joy to work out.”
Shot by award-winning director Adam Hashemi through Reset, the campaign videos will appear on television in the US, Canada, the UK and Germany, and will also be created as radio spots. James Rowe, Managing Director of adam&eveNYC speaks to the inspiration behind When Your Workout Is a Joy, It’s a Joy to Work Out, saying, “Peloton has transformed the exercise habits of so many Members by introducing something new in the category – joy. So we thought, even Scrooge can find something to lift his spirits (and his legs) this holiday season.”
Peloton’s content is designed to meet you where you are and give you just what you need, with the widest variety of workouts for the whole family – cycling, strength, yoga, meditation and so much more. Led by the most authentic instructors, and with our unique immersive content, we actually make fitness entertaining and fun. Working out never feels like a chore, and there’s always something new to discover.
“This year’s holiday campaign embodies the evolution of the Peloton brand, showcasing more of the richness and fullness of the Peloton experience. It taps into the core insight that Peloton makes fitness, which can sometimes feel like a chore, enjoyable and fun,” said Dara Treseder, Peloton’s Senior Vice President, Head of Global Marketing & Communications. “The campaign also highlights how Peloton is for everyone! If even Scrooge can enjoy working out with Peloton, you can too.”
Peloton Credits:
Dara Treseder SVP, Head of Global Marketing & Communications
Bryant Brennan SVP, Head of Global Creative
Oli Snoddy Senior Director, Brand
Joanne Peters VP, Operations
Jo Soulas Creative Director
Mimi St. Gelais Senior Director, Advertising
Alexia Athanassiou Senior Manager, Advertising
Adam&Eve Credits:
Richard Brim Chief Creative Officer
Daniel Bonder & David Brown Executive Creative Directors
Matthew McFerrin & Patrick Glorieux Creative Directors
Alex Hesz Chief Strategy Officer
Stuart Harrison Head of Strategy
James Rowe Managing Director
Jamie Robinson, Erin Brogan Account Directors
Kenan Moos Account Executive
Anthony Falco Chief Production Officer
Amy Yu (EP), Phil Erney (EP) Agency Producers
Sean Tanner Associate Producer
Kimmy Harvey Head of Project Management
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