SectorFood and Drink and Confectionery
22squared unleashes Jack McBrayer's infectious glee in summer campaign.
Jack McBrayer taps into the perpetually cheerful tone of his "30 Rock" character Kenneth Parcell to narrate Baskin-Robbins spots rolling out over the summer. The "Yes, Please" campaign from Atlanta-based agency 22squared features close-up shots of the dessert chain’s fare, accompanied by McBrayer’s giddy descriptions of the Flavors of the Month. The campaign is running on broadcast TV, radio and pre-roll, as well as in partnerships with Pandora and Spotify. During sunny weather, mobile ads encourage viewers to get some ice cream, and geo-targeted mobile spots trigger when viewers are near a Baskin-Robbins location.