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Little Baby's Ice Cream, a small chain in Philadelphia, made a couple of weird ads recently. But they're not as scary as some people are suggesting, unless you're frightened of hipsterish forced wackiness. The concept of Malcolm, the chain's official spokesthing, who supposedly grew out of a failed batch of Duck Sauce Vanilla ice cream, is cool in theory. But the initial surreality of watching Malcolm eat himself gets annoying after about 30 seconds or so.