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Watch Sugar Sammy Dishonour Mom's Butter Chicken

In a humorous new ad.

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For shame!
For shame!

Comedian Sugar Sammy is the star of a new ad for St-Hubert. The chicken chain campaign, which has a charitable angle and also features actor Michel Barrette in a separate commercial of his own, was conceived by DentsuBos, a Saint-Henri ad agency.

Sugar Sammy's 15 second spot is firmly in his comedic wheelhouse. The gist: mom walks in as he's about to surreptitiously order a quarter chicken dinner. The punchline, naturally, is delivered in perfect joual.

Watch it here.