In a rather surprising celebrity and brand pairing, “Mad Men” star Christina Hendricks has lent her coquettish voice to Baskin-Robbins ice-cream stores.
Ms. Hendricks is the voice-over talent for a campaign by Baskin-Robbins to remind customers that flavors, not toppings, are what matter. Above is the first of a flight of 15-second ads for the brand by its agency of about two years, Atlanta-based 22Squared. We’re told the spots will run on the following networks: ABC Family, Animal Planet, Bravo, Food Network, Nick @ Nite, Oxygen, Style, TLC, WE and WGN.
Ms. Hendricks, who plays the attractive office secretary Joan Harris and behind-the-scenes manager of the agency in “Mad Men,” follows in the footsteps of costars cashing in with brands. Jon Hamm –better known as Don Draper — is the voice of Mercedes-Benz, while John Slattery, who plays Roger Sterling and Ms. Hendricks‘ sometime love interest on the show, appears in Lincoln ads.
Strangely, Baskin-Robbins isn’t touting its new spokeswoman, and it’s unclear whether Ms. Hendricks will actually show up in the ads at some point. Perhaps they didn’t want her steaminess to melt all the product.