In the spot, the “Law Order” star expresses confusion at people who think the way he works out is strange. Meloni seems to misinterpret this commentary, believing they’re judging his use of the Peloton app versus being naked when he exercises. 

The creative comes from agency Maximum Effort, which has previously designed celebrity-led campaigns for the exercise equipment marketer. It arrives as Peloton tries to enact a turnaround plan, with the company earlier this week announcing it would outsource the manufacturing of its hardware. 

Dive Insight:

Peloton’s road to recovery remains a long one, but cheeky marketing might again endear the brand to consumers following a run of bad press. The Meloni-starring ad is at least likely to spark some social media chatter by showing the muscle-bound actor working out in the nude, albeit with his private parts censored for obvious reasons. 

Beyond an eyebrow-raising hook — Meloni’s physique has been known to cause a Twitter stir — the commercial is clearly trying to shift the discussion focus to Peloton’s app.  

“I don’t think using the Peloton app is strange at all,” Meloni says in the 60-second spot. “Sure, they’re famous for their amazing equipment, but the app gets me motivated to do lots of different workouts.”