How Peloton Advertises Its Brand Using Motivation

Exercise Advertisement Summary and Analysis

Today, consumers are increasingly health-conscious and growing numbers are purchasing exercise equipment to help them get and stay in shape. Despite the fact that the so-called “daily dozen” series of exercises can keep people physically fit, many consumers feel that fitness equipment makes the exercise experience more enjoyable and effective as well as more customizable (Tighe 2022). One major manufacturer of world-class exercise equipment, Peloton, has recently launched a new advertising campaign entitled, “Motivation that Moves You” in an effort to grow their product lines (Peloton launches new advertising campaign and commercial 2022). A press release from Peloton indicated that 60-, 30- and 15-second versions of the “Motivation that Moves You” advertisement would initially be presented on various media, including television, social media platforms, digital media and other channels in the North American market (Peloton launches new advertising campaign and commercial 2022). To determine how this advertisement operates, the purpose of this paper is to provide an analysis of six topics (i.e., ethos, pathos, logos, context, audience and purpose) concerning this recent advertising campaign, followed by a summary of the research and important findings about Peloton and its marketing initiative in the conclusion.

Review and Analysis

1. Ethos

How does this ad establish credibility?

Besides its global reputation for manufacturing high-quality exercise equipment, Peloton’s “Motivation that Moves You” advertisement establishes credibility by featuring four of its best instructors who provide their own professional, empirical observations concerning the company’s product line of exercise equipment. The four trainers (Adrian Williams, Rad Lopez, Cody Rigsby and Jess Sims) accomplish this outcome through a series of motivational exhortations to various audiences, including a struggling football team at halftime, a corporate board meeting, and even a Monty Python-ish group of curious but otherwise-wretched medieval villagers. In each instance, the trainers seek to motivate their audience by assuring them that they are capable of improvement if they are willing to invest the requisite time and effort, a concession that further enhances their credibility.

Further, this advertising strategy is based on Peloton’s consumer research that indicates their trainers wield significant influence on the company’s target market. In this regard, one company spokesperson reports that, “One of the things we regularly hear from our members is the powerful relationships they form with their favorite instructors. We wanted to bring that front and center for the first time—and showcase the different flavors of motivation via different instructors and styles” (as cited in (Peloton launches new advertising campaign and commercial 2022, 5). In addition, during the closing seconds of the 60-second version of the advertisement, some of the trainers are also shown actually using some of Peloton exercise equipment such as a treadmill, free weights and a stationary bicycle, the first real mention of the brand being advertised (Peloton launches new advertising campaign and commercial 2022).

2. Pathos

What techniques are being used to connect with the audience? Think of color, music, lighting, facial expression, and all the small details of the ad.

The “Motivation that Moves You” advertisement is loud, action-packed and fast-paced. There is a hint of darkness in each scene and even the bright colors are muted somewhat, apparently to highlight the central speakers. The advertisement also includes some background hip-hop style music during the closing seconds of the 60-second version while the trainers are shown exercising with Peloton equipment. The facial expressions of all of the audience in each vignette are concerned, pensive and even grim until the trainers finish speaking, but the Peloton trainers consistently exude confidence throughout and even manage a smile here and there during their presentations.

3. Logos

In what ways does the ad use logic? In what ways does logic break down?

Consumers exercise for a constellation of personal reasons, and it is reasonable to suggest that Peloton knows all of them and leverages this marketing data to appeal to their current and potential consumers’ logic about achieving their fitness goals. By using expert trainers to motivate their audiences to pursue their fitness goals for whatever personal reason, the company is using a logical strategy to promote its brand. In reality, though, this marketing logic broke down during the medieval peasant skit since this was an unrealistic scenario for the company’s intended market which is discussed further in section 5 below.

4. Context

What context was this ad produce in or in answer to?

During the height of the ongoing Covid-19 pandemic, Peloton’s sales increased dramatically as millions of health-conscious consumers were forced to remain at home. The company’s sales have declined significantly in recent months, however, due to the reopening of gyms, greater numbers of consumers being vaccinated and the entry of multiple competitors in the exercise equipment sector (Hackett 2022).

5. Audience

Provide specific information about who is the intended audience for this ad. Offer evidence for the claim you make.

There were no elderly people in the “Motivation that Moves You” advertisement and most members of the audiences in the various skits were young or early middle-aged. Likewise, excepting only the medieval peasant skit which was obviously included as an attempt at levity, all of the members of the respective audiences were clearly more affluent than the American population at large. Although the medieval villagers might be able to afford some Peloton free weights if they took up a collection, the intended audience for this advertisement is “fitness enthusiasts who want to have great workouts from the comfort of their homes. However, with an entry price of $2,495 for the Peloton bike, it is evident Peloton has its eyes on higher-income households” (Herrick 2022).

6. Purpose

All ads share the goal of making money, but what else is your ad trying to do? How do they accomplish their goal? Are they doing anything that works against their goals?

The series of introductory skits that are used in this advertisement are not sufficiently entertaining to keep most consumers from changing the channel or surfing to another site. By burning so much air time with their efforts to motivate everyone, Peloton fails to motivate anyone. Past ads have featured the company’s exercise equipment prominently throughout (Tighe 2022) and this strategy has proven effective; Peloton should reevaluate this marketing strategy in view of its slipping sales.