New York, New York - Hollywood's Ryan Reynolds and cycling company Peloton have teamed up to revive Chris Noth's deceased TV character Mr. Big for a hilarious holiday campaign and one lightning-speed marketing spin.

And just like that, Mr. Big's horrific death was momentarily forgotten.

Sex and the City (SATC) fans were devastated when the beloved character shockingly died from a heart attack in the premiere for the series' reboot And Just Like That, which dropped on Thursday.

The tragedy occurred after the character took a spin on his Peloton bike.

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The fictional character's death actually contributed to a decrease in sales for the interactive at-home fitness brand over the weekend.

Peloton has now responded to the backlash it received, after it was perceived that the machine was responsible for Mr. Big's untimely demise, with a PR spin of epic proportions and quick turnaround by dropping the cheeky new ad on Sunday.

The new campaign was written, produced, and filmed by Ryan's marketing company, and shows that Mr. Big is alive and well.

The ad also reunites the killed-off SATC alum with his fictional fitness instructor Allegra, played by Jess King – a real-life Peloton instructor.

In an Instagram post on Monday, she said that the company's marketing team had "organized this magic in less than 48 hours."

"Ride on!" she captioned the video.

In the ad, Chris and Jess get cozy by the fire as they toast to "new beginnings" while Moonlight Sonata plays in the background.

"You look great," Jess says to the SATC star, to which he responds, "I feel great. Shall we take another ride?"

The camera then pans out to reveal two Peloton bikes behind them as Ryan says in a voiceover, "And just like that... the world was reminded that regular cycling stimulates and improves your heart, lungs, and circulation, reducing your risk of cardiovascular diseases."

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"He's alive," he adds.

After the initial negative response to Mr. Big's death-by-Peloton, a member of Peloton's health and wellness advisory council and preventative cardiologist Dr. Suzanne Steinbaum reassured fans in a statement to the Los Angeles Times that the fitness machine was not responsible for the character's death.

"Mr. Big lived what many would call an extravagant lifestyle — including cocktails, cigars, and big steaks — and was at serious risk as he had a previous cardiac event in Season 6," she said. "These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death. Riding his Peloton Bike may have even helped delay his cardiac event."

But it also helps to have Ryan speak on Peloton's behalf, too.