Adweek | Peloton’s latest ad recognizes the far-reaching community that powers the brand

The pandemic and lockdown changed how a lot of people work out, leading some consumers to reassess their home exercise options. For Peloton, the fitness app’s virtual community, which has grown tremendously since the start of quarantine, takes the spotlight in a new, celebratory campaign.

Peloton is emphasizing how a shared passion for fitness brings strangers together with its latest campaign, ‘It’s You. That Makes Us.’ Created in partnership with agency Adam & Eve DDB, the campaign draws favorable attention to Peloton’s 5.4 million member community and the bonds that can form between members who never physically meet but nevertheless push and encourage one another to go the extra mile to meet goals.

This continues Peloton’s focus on creating ads that showcase the wide-ranging appeal of the app, inviting consumers to join a network capable of meeting a wide array of exercise needs. The minute-long ad spot begins with one person making eye contact with another as a voiceover says, “Dear stranger, we don’t know each other.”

From there, the short shows how these otherwise unrelated people are interconnected as they seamlessly weave in and out of each others’s environments. The narrator maintains that while they may not know each other, the encouragement they share during the harder moments of their fitness journeys inspires them to push themselves until the end.

The community featured in the spot also includes some notable faces. Olympians and Peloton members Usain Bolt and Allyson Felix appear as they diligently train using the brand’s array of services. Their cameos speak to Peloton’s wide network of users as well as the quality of programs offered both on and off the famous bikes.

‘It’s You. That Makes Us’ launched on July 23, and further marketing attached to the campaign will appear via OOH, OTT, Instagram, Facebook and YouTube. It will be joined by a shorter spot focusing on athletes John Florence, Kathleen Baker and Scout Bassett.

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