WEST HARTFORD, Conn. -- A commercial was shot in the shops and streets of Blue Back Square Wednesday as part of a campaign to remind consumers of what an event shopping can be -- by turning back time.

Production crews from Sonalist Studios were busy moving equipment into place, setting and focusing lights and prepping models dressed in period costumes.

"A lot of people look at shopping as a chore, and we don't want it to be a chore," said Barbara Lerner, of Blue Back Square. "We want it to be a positive experience."

Those on the street and in the stores said they got a kick out of watching a major shoot in the middle of their lunch breaks.

"It's very exciting, very exciting, bringing a little bit of Hollywood to West Hartford," resident Travis Lipinski said.

Production members said the finished spot will mix models in '40s and '50s outfits juxtaposed with contemporary settings.

"I think it's kind of nice to remember a time when there was a little less stress and a lot more fun and less pressure, and so by coming down here and meeting some friends and dining and shopping you can kind of remember and know that that's not gone,' said Donna Palomba, of The Works Group.

As for Blue Back Square itself, officials said it's doing well, with an 89-percent occupancy rate, 98 percent of its apartments rented and only 11 condo's left out of 60.

"It's wonderful," said Ellen Ferguson, of West Hartford. "It's my first time walking down here. Me and my girlfriends taking a power walk, and bang, you run into a film production.

The print and TV ads are scheduled to start running next month.