Dear stranger, you don’t know me and I don’t know you.
I don’t know that you still dream of getting the band back together,
Or that your first love is cricket.
I don’t know that you fought for your country,
That you’re going to name your child “Miracle,”
Or that despite them calling you “chicken legs,”
You made it all the way to the top.
What I do know is that in the twenty-second minute,
When I have nothing left to give and I doubt myself,
It is you that shows up for me.
It’s you that keeps me going. So, dear stranger…
Really, we ain’t strangers after all.
Watch: Peloton “It’s You That Makes Us” Ad
Plain Talk: About the Campaign
The poignant and atmospheric soundtrack for the “It’s You That Makes Us” campaign was inspired by the works of British musician Labrinth and adapted specifically for this commercial. The music serves as a backdrop to a powerful narration that shifts the focus from the Peloton hardware (the bike and tread) to the diverse global community of members who motivate one another in real-time.
Peloton Interactive, Inc. was founded on January 3, 2012, by John Foley and is headquartered in New York City. This campaign marked a significant pivot for the company, moving away from luxury aesthetics and toward a “human-first” narrative. By emphasizing the “Dear Stranger” concept, Peloton highlights its unique selling point: the connectivity of its leaderboard and the collective energy of a thousand people riding together from their own homes, proving that fitness is a shared experience.
Questions & Answers
What is the significance of the “twenty-second minute”?
In the context of the ad, the “twenty-second minute” represents the “wall”—the point in a workout where physical and mental fatigue set in, and the community’s support becomes essential to keep going.
Who narrated the commercial?
The commercial features a poetic, multi-voice narration intended to represent the diverse backgrounds of the Peloton community, from veterans to aspiring musicians.
Is Labrinth’s music used in other Peloton classes?
Yes, Labrinth is a staple artist in the Peloton music library, and his tracks are frequently featured in cycling, running, and yoga classes led by Peloton instructors.
