American exercise equipment brand Peloton has enlisted And Just Like That.

.. star Chris Noth for a humorous new ad, featuring a voiceover by Ryan Reynolds, as a response to Noth's character Mr Big's untimely death after using a Peloton bike on a recent episode of the Sex and the City reboot. The ad aims to reinforce the 'narrative that Peloton and cardiovascular exercise are good for you, and help millions of real people lead long, happy and healthy lives', and the brand shared the video on social media, captioned 'And just like that… he’s alive'.