Sometimes, you can choose when to participate in a fun and lighthearted online trend. Other times, that decision is made for you by crises that force you to upend your best laid plans. So, how do you know when to sit out a trend or jump on it? And, what should you do if you don’t have a choice?<\/p>\n
In this post, we\u2019ll be examining Ryan Reynolds’ Aviation Gin\u2019s video ad response to the now infamous Peloton holiday ad. We’ll also take a more sober look at how to handle crises that subsume your existing campaigns.<\/p>\n
Capitalizing on trends isn\u2019t something new. For many years, individuals and companies have used other content as jumping-off points to create their own viral moments. You can propel your brand forward if you seize the opportunity of a trending topic. Ryan Reynolds and his team did just that.<\/p>\n
First, a quick recap of the Peloton ad. A woman receives a Peloton bike from her husband for Christmas. She tracks her fitness journey by creating videos throughout the year, which she then reviews with her husband the following Christmas.<\/p>\n
Many thought the woman looked scared, or that it was rude for the husband to buy her a workout bike since it implied she wasn\u2019t fit enough. Others argued the workout bike was most likely something they would have discussed considering it\u2019s over $2,000, or that it had actually been on her wishlist. Check out the ad below and decide for yourself.<\/p>\n