Everyone knows that ‘sex sells’.

Forget woke advertising campaigns full of gender-creative pronouns, complex quota-ticking spreadsheets, and the latest ‘the-world-is-melting’ hashtags attached to anorexic polar bear gifs – it’s rubbish. It doesn’t work. No one cares how virtuous your thirty-second commercial is.

Considering the homogenised landscape of awful TV on offer, it was only natural that the American exercise equipment company Peloton jumped at the chance to cast their product as a main character in the Sex and the City reboot.