The popular Grey Poupon “Pardon Me” ads are set to return to television during the Oscars.
It’s been roughly 16 years since the advertisements appeared on TV. However, all of that is about to change during the 2013 Academy Awards show this weekend.
According to My Fox Philly, the latest commercial starts out in much the same way. After two cars stop alongside one another, a window is rolled down, and a man asks, “Pardon me, would you have any Grey Poupon?” After delivering the “But of course” response, a jar of Grey Poupon exchanges hands.
In order to give the spot some modern appeal, ad agency Crispin Porter & Bogusk decided to introduce a twist. Instead of a simple exchange, the “Pardon Me” ad marks its return by deviating from the old script.
USA Today explains that the advertisement ran from 1981 and 1997. Although the old spot has plenty of retro appeal for those who grew up with it, Kraft Foods’ Sara Braun said the commercials and the brand aren’t nearly as popular as they once were.
Those who intend to watch the Oscars this weekend to catch the spot should keep their eyes peeled for the “Pardon Me” ad’s return to the small screen. Since it currently costs around $1.7 million for a single 30-second spot, Kraft will only air the new commercial once during the show.
“It’s the classiest award show of the year, so it’s very in line with the brand.”
Fortunately for those who can’t spend the entire evening looking for a single spot, Kraft intends to make the Grey Poupon ad available online shortly after its debut on television.
One of the old ads has been embedded below.
Are you a fan of Grey Poupon? Are you excited that the “Pardon Me” ads will return to TV during the Oscars?
[Image by The Smart Kitchen Blog]