Many of us prefer to think of Alec Baldwin these days in his 30 Rock/Jack Donaghy context, unleashing a barrage of cutting quips that keep Liz Lemon and The Girlie Show gang on their toes. (And I mean this as opposed to, say, his stint as The Marrying Man.) But even a big TV star has to pay the bills (he's a divorced support-paying man now, after all), so Baldwin is shilling for the northeast-based grocery chain Wegmans. It seems his mom, Carol, is a fan, a fact that Baldwin mentioned during a David Letterman appearance not long ago. Wegmans picked up the reference and used it to recruit Baldwin and the family matriarch for a series of commercials that are pedestrian, kind of awkward and yet charming all at the same time. That's a good hat trick even for the Vice President of East Coast Television and Microwave Oven Programming. See a second spot here.