Aunt Bee in a thong? That's what might happen if popular TV shows from decades past, such as The Andy Griffith Show, were updated to reflect modern pop culture, according to The Martin Agency's new campaign for the TV Land cable network.
The campaign, which is tagged, "Times Change. Great TV Doesn't," is aimed at both older and younger viewers, said Bob Meagher, senior copywriter at the Richmond, Va.-based shop and campaign co-creator.
"Using modern images and modern dialogue makes someone want to watch the shows again, or if they're young enough, for the first time," he said.
Print ads, for instance, feature somewhat modernized classic-sitcom characters: Barney Fife sports a goatee, Wally and the Beaver sport tattoos and Ralph Kramden and Ed Norton strike hip-hop poses.
Sitcom clips used in the TV spots are dubbed so characters appear to be discussing modern-day topics: i.e., Mr. Cleaver gets a call from Reege, and Andy Griffith and Aunt Bee dish out sushi.
The campaign is also supported with out-of-home executions.