Canadian poultry company Lilydale has launched a new TV campaign, with media by Hilliard Gordon Communications and creative from Rethink, which aims to make its primary target of moms do a double-take.

The spots feature a black and white 1940s spokesperson for Lilydale planted in the modern world, with humour coming from the reactions of regular people to the chipper, colourless (and out of place) Lillydale representative.

The work is the first by Rethink for the brand, after being chosen following an agency review last spring. Spots in the new campaign work in Lilydale’s tagline of “It’s not chicken/turkey, it’s Lilydale.” while highlighting seemingly old-fashioned ideas for the category like the brand not using growth hormones in its chicken.

“The purpose of the commercial is to breakthrough in a unique way on something that is more familiar, which is a company that is talking about its roots,” Aaron Starkman, partner and creative director at Rethink Toronto, tells MiC. “People are PVR-ing things and have been for many years, and as they are fast forwarding we need to give them something that visually stands out to stop on.”

The TV spot is set to run on specialty networks starting this week, including W Network, HGTV and The Food Network.

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