Has it really been 16 years since we last saw the commercial with the famous line, “Pardon me, would you have any Grey Poupon?” Apparently, so. But if you’re feeling a bit goofy for being the last person out of your friends who still says the line, you’re in luck — the ad is coming back and will be relevant again. Well, at least for one night.
Kraft Foods has created a modernized version of the commercial and plans to air it during the Academy Awards show on Feb. 24th. Per tradition, the ad features two snooty English gentleman riding side-by-side in chauffeured cars. One gentleman rolls down the window and asks the other for some Grey Poupon; however, instead of politely handing it back, he speeds off and a car chase of action movie proportions ensues.
Krafted enlisted the services of the Crispin Porter & Bogusky agency to create the ad and hopefully boost the mustard’s sagging sales. It seems the condiment market is quite competitive and Grey Poupon is losing out as a variety of other high-end condiments flood supermarket shelves. For instance, in 2003 Grey Poupon shared 13.7 percent of the condiment market but as of last year it was down to 11.4 percent.
The ad first aired in 1981 and variations were released until 1997. Still, it made such an impression that teenagers who never saw the ad firsthand still recognize the reference. Unfortunately that recognition isn’t doing much in regards to sales, and Kraft hopes the revamped commercial’s time in the Academy Awards spotlight will put the product back in consumers’ collective consciousness and inspire viewers to engage in the company’s online marketing campaign.
The ad will only air once on TV, after which it will be available online. Its position in the Oscars’ timeslot is estimated to cost $1.7 million — a price fitting for the elitist mustard.