MSNBC is using Alec Baldwin's reputation as a hothead always ready to pick a fight to promote his new talk show.
A 30-second ad for "Up Late with Alec Baldwin," which debuts at 10 p.m. Eastern Time on Oct. 11, sarcastically introduces him as a person who keeps "his emotions in check."
In the spot, MSNBC host Ed Schultz looks into the camera and says: "Responding to criticism, MSNBC has turned to a man who can restore balance to an unbalanced network, a man who will address the great issues of our time while keeping his emotions in check."
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"Above all, a man who values reason over passion and provides a soothing voice for these troubled times," Schultz said.
The camera then pans to Baldwin, who is next to Schultz, and who grabs Schultz's arm and shoulder and begins to shake them.
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"That's right. It's me," Baldwin chirps, flashing a wide grin as Schultz feigns a look of concern.
Baldwin is well known for going after photographers he believes are invading his space.
In August, the "30 Rock" star pushed and shoved veteran shutterbug Paul Adao on a Greenwich Village street. Neither pressed charges. In 2012, he was in an altercation with a snapper who quizzed him about a lawsuit.
Baldwin has gone on other rants, as chronicled by RadarOnline.com
After GOP Majority Leader Dean Skelos cited Baldwin in connection with a tax on millionaires, the actor raged, "Only a Nassau County Republican tool like Dean Skelos could drag my name into a debate on state income tax … he’s so dumb."
He once tweeted about a server at a Starbucks in New York City: "Uptight Queen barista named JAY has an attitude problem."
And in 2007, he labeled his then-11-year-old daughter Ireland "a rude, thoughtless little pig" after she didn't respond to a phone call. "You have insulted me for the last time. You don’t have the brains or the decency as a human being," he said, according to RadarOnline.com.
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