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We can confirm! Creative takes more than one second. But how much more? 

It was a salient question this week because of Peloton’s latest ad — a warp-speed response to Mr. Big’s death-by-Peloton (sort of) on Sex and the City reboot …And Just Like That. 

Ryan Reynolds’ agency, Maximum Effort, reportedly turned it around in 48 hours — but is that plausible? Sustainable? Good? 

3 takes on Peloton-fast creative turnarounds

• They’re scams. “[I] just don't for the life of me believe they shot that in 48hrs,” strategist Corey Kindberg tweeted.
• They’re a pain — but agencies should try them. “If you keep trying and the client constantly derails it, that's one thing,” tweeted Adweek editor David Griner. “If you don't try in the first place, that's another.”
• They’re a breeze, if bureaucrats let creatives live. “Indie creators have been making movies in weekends for decades now,” creative director Shannon Washington tweeted. 

Our takeaway? 

Marketing creatives need to be able to move quickly so a brand can make the most of its moment (or in Peloton’s case… its manslaughter?). 

But moving too quickly, too often can lead to burnout, shoddy work or, in Peloton’s case, a viral ad that milkshake ducks as fast as it was made.