Peloton pedal pushed back at HBO Max after Chris Noth’s Mr. Big character died following a ride on an exercise bike in the premiere of And Just Like That..., the sequel Sex and the City.

In a video appearing on Twitter, Noth appears with a Peloton instructor. She says he looks great. He says he feels great and asks if they should take another ride. “Life’s too short not too,” he says.

The video concludes with a voiceover by actor Ryan Reynolds. “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, cycling strengthens your heart muscles, lowers resting pulse and reduces fat levels,” Reynolds says, concluding, “He’s alive.”

Peloton also released a statement from Dr. Suzanne Steinbaum, who advises the company on health and wellness.

“I’m sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack,” Dr. Steinbaum said.

“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 six. 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,” she said.

On Friday, the day the And Just Like That . . . episode aired, Peloton stock fell 5%. It has been down 19% over the past month. ■

AVOD start-up Tubi is kicking off a multi-platform ad campaign featuring Chris Noth, Carmen Electra, Terrence Howard, Nicole Sscherzinger, Robin Thicke and Colton Underwood in tongue-in-cheek spots.

“We’re trying to find a fun, playful way to to talk about subscription fatigue and the streaming wars,” said Emily Jordan, vice president of marketing for the free-to-consumer service.

Indeed, amid the noise being generated by Apple TV+, Disney+, HBO Max and other new subscription streaming services, San Francisco-based Tubi is hoping to make noise with the stars of yesteryear.

Twenty years after his iconic portrayal as the commit-phobic “Mr. Big” on HBO’s Sex and the City, for example, Noth plays a man who fears getting looped into monthly bills by paywalled streaming services. (You can see that spot here.)

The rest of the spots play off a similar theme, with each celeb exploring their issues with subscription streaming with a therapist. Elektra was driven out of a long-term relationship with an SVOD service and is “trying something new.”

Howard laments the toll method acting takes on his psyche—and the freedom he feels from ditching Netflix in favor of Tubi.

You get the idea.

According to Jordan, Tubi has purchased ad inventory on Roku and Amazon Fire TV for the spots, which will also be distributed through social media and on YouTube. Print and outdoor components will also be found in key parts of New York and Los Angeles, such as JFK and LAX.

For Tubi, it’s a matter of building audience and awareness through creative marketing. The streaming service recently reported 20 million active users a month.

“I think our talent is diverse as the audience,” Jordan said. 

WGN America add launch two new original detective-themed shows to its programming lineup, according to network officials.

Detective comedy Carter will debut Aug. 7, while drama series Gone will debut in early 2019, according to network officials. The 10-episode Carter, which stars Jerry O’Connell (Billions), Sydney Poitier Heartsong (Chicago P.D.) and Kristian Bruun (Orphan Black), revolves around a down and out actor who taps into his acting experience as a detective to become a real-life detective in his hometown along with his two best friends.

Gone, which stars Chris Noth (Sex and the City, Law & Order) Leven Ramblin (The Hunger Games) and Danny Pino (CSI: Miami), follows a survivor of a highly publicized child-abduction case who is recruited by the FBI agent who rescued her to join a special task force he created dedicated to solving abductions and missing persons cases.

“Carter and Gone are very exciting additions to WGN America’s superb Prime Crime lineup,” said Gavin Harvey, president of WGN America in a statement. “Both shows bring stellar casts and appealing stories to powerfully complement the network’s multi-faceted mix of hit procedurals, dramas and comedies.”