• The ad follows what appears to be a woman's yearlong selfie journey after her apparent husband gifted her a Peloton for the holidays the year prior.
  • People are criticizing the ad for many reasons, including the role of the man in the commercial, who seems to be suggesting that his wife should work out more.
  • People also find the awkward Instagram story set up of the ad uncomfortable.
  • Peloton did not immediately respond to a request for comment.
  • Visit Business Insider's homepage for more stories .

Tech-enabled fitness equipment startup Peloton released a new ad for the holiday season that is sparking some controversy on Twitter.

The ad, which was released on YouTube on November 21 and is currently being shown on TV in the lead-up to the holidays, follows what appears to be a woman's yearlong selfie journey after her apparent partner gifted her a Peloton for the holidays the year prior.

The reaction to the commercial has garnered a vocal response on Twitter, mostly negative.

People are criticizing the ad for many reasons, from its awkward structure to the male character who seems to be suggesting his wife should work out more.

Here's a breakdown of the ad that has people losing their minds.

The ad begins with a woman receiving a Peloton bike as a gift from her apparent partner.

BusinessInsider USA Images

Peloton/YouTube

People had issues with the ad at this point already, as an exercise bike could be seen as a risky gift from a partner.

The ad gets stranger when the woman starts taking selfie videos of herself on the bike.

BusinessInsider USA Images

Peloton/YouTube

This ad format seems to be trying to be blending an Instagram story with a traditional commercial. The result is a somewhat awkward cross between the two.

The ad continues showing the woman documenting working out on the machine on different days throughout the year.

BusinessInsider USA Images

Peloton/YouTube

All the while, Tal Bachman's 1999 hit "She's So High" is playing through the entire nearly 30-second ad, which is an interesting juxtaposition with the company known for its modern, internet-connected exercise bikes and treadmills.

Still, some people seemed excited about this interesting choice in music.

The end of the ad shows the couple on the couch watching what appears to be a montage of the woman's last year on her Peloton.

BusinessInsider USA Images

Peloton/YouTube

"A year ago, I didn't realize how much this would change me," the woman says, evidently to the partner. "Thank you."

This finale left people confused with some questioning the entire premise of this story.

Others were confused about the "change" the woman was referring to.

Peloton did not immediately respond to a request for comment.

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SEE ALSO: High-tech fitness company Peloton will reportedly release a cheaper treadmill and a rowing machine in 2020