Chris Noth played Mr. Big in Sex and the City and its sequel series And Just Like That. | Photo by Jason Howard/Bauer-Griffin/GC Images

Peloton has removed a viral ad starring Chris Noth, the actor who plays Mr. Big in HBO Maxโ€™s Sex and the City and its sequel series And Just Like That, after Noth was accused of sexual assault. Peloton says itโ€™s stopped promoting the videos until it โ€œlearns moreโ€ about the accusations.

In a story published by The Hollywood Reporter on Thursday, two women alleged that Noth assaulted them in 2004 and 2015 respectively. One of the women said that โ€œseeing that [Noth] was reprising his role in Sex and the City set off something in me.โ€ She added: โ€œFor so many years, I buried it,โ€ but decided it was time โ€œto try to go public with who he is.โ€ Noth has denied the allegations against him and claims the sexual encounters were consensual.

โ€œEvery single sexual assault accusation must be taken seriouslyโ€

A spokesperson for Peloton told The Hollywood Reporter that it was unaware of the allegations when it made the commercial. โ€œEvery single sexual assault accusation must be taken seriously,โ€ said a spokesperson for the company. โ€œWe were unaware of these allegations when we featured Chris Noth in our response to HBOโ€™s reboot. As we seek to learn more, we have stopped promoting this video and archived related social posts.โ€

The ad essentially resurrected Nothโ€™s character after he was killed off in an episode of And Just Like That after a 45-minute Peloton workout. It was made in collaboration with actor Ryan Reynolds and his marketing company, Maximum Effort. Reynolds supplied a voiceover for the commercial, which extolled the benefits of Pelotonโ€™s exercise bikes for healthy living.

The ad has now been deleted from social media accounts belonging to Peloton, Maximum Effort, and Reynolds.

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