New Agency, Marketer Animate Baskin-Robbins

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In Baskin-Robbins’ first work from new agency 22squared, the ice cream chain uses whimsical, animated characters to bring to life featured ice cream flavors of the month.

Using Pixar-like animation, the first 15-second spot shows Humphrey Hound, a pooch who catches a scoop of baseball nut ice cream pitched to him by Baskin’s signature pink tasting spoon. The spots retain the Canton, Mass., chain’s tag of three years: YAY!

There will be five spots in the TV campaign, which breaks on June 1 and runs through the end of the year.

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