Kraft sets 'Pardon Me' Dijon ad for Oscars
Grey Poupon's famous "Pardon Me" TV commercial is returning for a moment of Oscar glory.
After a 16-year hiatus, the mustard that mocked its own stuffy image in one of TV's most famous commercials will once again take to the airwaves during the Academy Awards show on Sunday. The spot comes as Kraft Foods looks to boost sagging sales of the Dijon mustard, which is facing competition from high-end condiments.
The new ad begins in the same way as the original -- an aristocratic English gentleman is being chauffeured in the countryside, when another car pulls up alongside them at a stop. The back window rolls down, and a second man asks in an over-the-top snooty accent, "Pardon me, would you have any Grey Poupon?"
The first responds, "But of course" and hands him a jar out the window.
But in the new version, the second car speeds off without returning the mustard. A wild car chase through a golf course and city streets ensues, complete with explosions to make the spot look like a trailer for an action adventure movie.
The ad first aired in 1981, with variations of it running through 1997. Kraft plans to air the new ad only once, after which it will be available online; a 30-second spot during the Oscars is estimated to cost $1.7 million. -- AP
Sarra Sounds Off Ep. 35: EI baseball, girls lacrosse and plays of the week On the latest episode of "Sarra Sounds Off," we look at East Islip baseball's inspirational comeback story, Jared Valluzzi has the plays of the week and Tess Ferguson breaks down the top defensive players in girls lacrosse.
Sarra Sounds Off Ep. 35: EI baseball, girls lacrosse and plays of the week On the latest episode of "Sarra Sounds Off," we look at East Islip baseball's inspirational comeback story, Jared Valluzzi has the plays of the week and Tess Ferguson breaks down the top defensive players in girls lacrosse.
