Chris Noth (often known as Sex and the City’s Mr. Big) was recently seen on a peacekeeping mission to Israel. In addition to working to find, once and for all, a Hollywood-style solution to the problems of the Middle East, Mr. Big was also working on other pressing matters–women’s deodorant. During his ten day stay the actor filmed a commercial for Careline’s new product with the slogan “Big Idea”. Noth was reportedly paid $25,000 for the spot. Unfortunelty, the message and attempted humor of the ad will certainly be lost on those in Israel most in need of the deodorant, Haredim in summer time.