When Your Workout Is a Joy, It's a Joy to Work Out

Peloton and adam&eve rework Dicken’s Christmas Carol to promote the joy of working out

Georgie Moreton

Deputy Editor, BITE Creativebrief


Maybe if Eboneeza Scrooge had a fitness bike to release his pent up anger on, he wouldn’t be quite so grumpy around Christmas time? Or at least, this is the assumption at the heart of the retelling of the classic Christmas tale, that fitness tech brand Peloton imagines in its new festive campaign.

The campaign entitled, 'When Your Workout Is a Joy, It's a Joy to Work Out’ features a video that shows Scrooge played by comedian Brett Gelman, finally finding joy and happiness when he’s gifted a Peloton for Christmas. The famously angry character is branded a ‘new man’ as he enjoys his brand new fitness tech, partaking in workouts alongside fitness instructors and finding his new exercise routine fun and enjoyable for once. Brett Gelman brings comedy to the classic role as a reformed Scrooge, evolving from one of the world’s grumpiest characters into someone who finds joy and glee. 

“Scrooge is the quintessential embodiment of a holiday killjoy!” explained Bryant Brennan, SVP, Global Creative at Peloton, “Working alongside adam&eve, we wanted to bring humour and fun to our holiday campaign by reimagining what Scrooge’s story would look like if he received Peloton hardware this holiday. The underlying message of the campaign is simple but powerful: when your workout is a joy, it’s a joy to work out.”

The film is accompanied by a score from Danny Elfman’s The Nightmare Before Christmas. The campaign will run across TV, out of home, as well as across social media, podcasts and radio. It  was produced in partnership with creative agency adam&eveDDB. 

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