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Peloton has pulled its viral ad featuring “Sex and the City” star Chris Noth as “Mr. Big” in its reboot following several allegations of rape and sexual assault that are being leveled against the star who is vehemently denying the accusations.
Two unidentified women told The Hollywood Reporter that they had been sexually abused by Noth. A third, who is an actress named Zoe Lister-Jones, has also come forward claiming that he was “sexually inappropriate” to women whom he employed at a New York City club he owns. She also alleged he sniffed her neck while he was drunk on the set of “Law and Order.”
The claims suddenly surfaced four days after Noth did an ad for Peloton that alluded to his fictional death after using one of their bikes as being a plot twist in the opening episode for the “Sex and the City” reboot “And Just Like That.”
“Every single sexual assault accusation must be taken seriously. We were unaware of these allegations when we featured Chris Noth in our response to HBO’s reboot. As we seek to learn more, we have stopped promoting this video and archived related social posts,” Peloton noted in a statement released to the Daily Mail.
‘He’s alive’: Actor helps Peloton troll back with ad after TV moment with Mr. Big tanks stock https://t.co/QhxdrDA2If
— Conservative News (@BIZPACReview) December 13, 2021
The commercial, produced by star Ryan Reynolds and his marketing company Maximum Effort, was reportedly cobbled together in just 36 hours.
Lister-Jones publically accused Noth on Instagram Thursday night. She claims she was inspired by the two women who outed the actor to The Hollywood Reporter.
“Last week, my friend asked me how I felt about Mr. Big’s death on And Just Like That, and I said honestly, I felt relieved,” she wrote.”He asked why, and I told him it was because I couldn’t separate the actor from the man, and the man is a sexual predator.”
“My friend was alarmed at my word choice. And to be honest, so was I. I hadn’t thought of the man in so many years, and yet there was a virility to my language that came from somewhere deep and buried,” Lister-Jones asserted.
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“In my twenties, I worked at a club in New York that Chris Noth owned and on the few occasions he would show up, he was consistently sexually inappropriate with a fellow female promoter,” she remarked. “That same year, I was a guest star on Law and Order, and it was his first episode returning as a detective after ‘SATC.'”
Jess King, who is a senior fitness instructor at Peloton and stars in the ad as fictional trainer Allegra, deleted the ad from her account and it has been removed from the company’s YouTube channel as well.
Following the episode for the reboot, Peloton shares cratered 11 percent ostensibly because Noth’s character suffered a heart attack after using one of their bikes.
The company quickly issued a statement via Cardiologist Dr. Suzanne Steinbaum, who insisted that Mr. Big riding a Peloton bike would have helped delay his fatal heart attack. Peloton attributed his death to his “extravagant lifestyle — including cocktails, cigars, and big steaks.”
When that didn’t rebound their stock, they turned to the Reynolds-produced ad on Sunday which went viral. But as soon as the allegations came to light over Noth, people on social media demanded that Peloton pull the ad.
The two women who initially accused Noth are using the pseudonyms, Zoe and Lily. They allege that Noth had sex with them in front of a mirror and raped both of them in his home. The first incident is said to have taken place in 2004. A second reportedly happened in 2015.
Noth admitted to The Hollywood Reporter that he had “consensual encounters” with the two women but denied he assaulted them.
“The accusations against me made by individuals I met years, even decades, ago are categorically false,” Noth’s statement reads.
“These stories could’ve been from 30 years ago or 30 days ago — no always means no — that is a line I did not cross. The encounters were consensual. It’s difficult not to question the timing of these stories coming out. I don’t know for certain why they are surfacing now, but I do know this: I did not assault these women,” he categorically stated.
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