“Responding to criticism, MSNBC has turned to a man who can restore balance to an unbalanced network,” MSNBC host Ed Schultz says at the top of the following clip. “A man who will address the great issues of our time while keeping his emotions in check. Above all, a man who values reason over passion and provides a soothing voice for these troubled times.”

Who could Schultz be describing — Brian Williams? Morgan Freeman? The ghost of Edward R. Murrow, perhaps?

Nope: It’s Alec Baldwin, who jumps into frame as Schultz is finishing his speech. Turns out we’ve been watching a commercial for Baldwin’s upcoming current events and culture talk show, Up Late With Alec Baldwin, all along. Given the look of dismay Schultz shoots Baldwin, it’s safe to call this ad firmly tongue-in-cheek — which bodes well for the future of the Emmy winner’s show. (Funny Baldwin is much more fun than rage-filled Baldwin.)

Up Late With Alec Baldwin premieres on MSNBC at 10 p.m. Oct. 11.