[THIS POST CONTAINS SPOILERS] Peloton caught a stray bullet during the premiere episode of the highly anticipated “Sex and the City” reboot, “And Just Like That…,” when Chris Noth’s long-running character “Big” was killed off in a Peloton-related incident.

In the episode, Mr. Big died from a heart attack after taking a 45-minute Peloton class.

The scene seemingly caused a public relations nightmare for the home fitness equipment company.

A day after the episode premiered, shares for the company, which has already suffered a decline now that people are returning to gyms, dropped 11 percent.

Not to mention the streets of Twitter were brutal.

Someone over at Peloton had on their thinking cap…

On Sunday, they released a parody ad featuring Big and Jess King — the Peloton instructor who was portrayed in the HBO show.

In the cozy ad, the two of them are sitting on the couch in front of the fireplace and Big says, “To new beginnings.”

Jess responds by telling him he “looks great.”

Big says, “I feel great. Should we take another ride? Life is too short not to.”

Watch the ad below.

Well played. Well. Played.