Stewie from Family Guy has given way to Tracy from 30 Rock and Alex from Jeopardy! in the latest TV ads for Kraft's Wheat Thins from ad agency Being. Like Stewie himself, the two new ads are short (15 seconds each) and certainly quirky. For pure entertainment value, it's hard to beat Stewie and Brian duking it out on the proper pronunciation of "wheat." (The millions who've viewed the previous ad on YouTube would agree.) Still, the sight of Morgan in Dr. Dentons searching for his "invisible pants" in a white apartment overrun by gerbils is pretty funny. "We were trying to create the world that Tracy Morgan lives in," explains Kraft senior marketing director Jim Low. Less amusing is Trebek interrupting cocktail-party chatter to explain the origins of Hackensack, the name of densely populated city in New Jersey. He's certainly in character, though. The ads, which tout two new flavors (Spicy Buffalo and Zesty Salsa), broke Sunday during the NCAA tournament—Wheat Thins is a sponsor—and will run through July. Second spot after the jump.