Grey Poupon’s “Pardon Me” Makes a Comeback in Style During This Year’s Academy AwardsWritten by Marija Milosevic / Featured in: Advertising, Agency, Food & Beverage / 26.02.2013.
This 85th Annual Academy Awards, besides the obvious-nominees, winners and the couture, will also be remembered by huge amounts of money advertisers were ready to invest. According to The New York Times, ABC haven’t reached these rates since 2008 for commercials during the Oscar. Due to the fact that 30-second spot was estimated to cost $1.7 million, 2-minutes Grey Poupon’s “Pardon Me” ad, as an updated version and extension of the old one made in 1981, deserves to be a star and a winner in it’s category.
The video was directed by Bryan Buckley, who is known for making more than 40 Super Bowl commercials, and it was made by Crispin Porter & Bogusky agency, which has also developed ads for Domino’s, Burger King and Best Buy. But behind all that glamour, behind big names and big money lays a fact that the spot came out as Kraft Foods attempt to revive the extremely low sales of the Dijon mustard-their share of the U.S. market has fallen from 13.7 percent to 11.4 percent over last decade.
It’s been 16 years since the original “Pardon Me” was shown, and it still found a way, through variety of versions, to become a part of a pop culture so even today’s teenagers are familiar with it. So, if anything else, that’s what makes it Oscar worthy.