"Pardon me, would you have any Grey Poupon?"
That question, first posed by one snooty Englishman in 1981, was featured in commercials for the Dijon mustard, owned by Kraft, until 1997. The phrase, however, is still engrained in popular culture, even appearing in movies like Wayne’s World.
During the catchphrase's 16-year absence, sales of the mustard haven’t ever increased, so Kraft hired ad firm Crispin Porter & Bogusky to reboot it, according to The Huffington Post. But this won’t be a major campaign; the commercial will only air once, during the Academy Awards on Feb. 24.
In the spot, two high-end cars will pull up alongside each other in the English countryside, with one aristocratic gentleman asking the other if they have any Grey Poupon, just like in the original commercials. But in this one, the borrower speeds off instead of returning the mustard, leading to a high-energy, explosion-laden, Hollywood-style car chase.
The brand is hoping that this high-profile return-to-form will help to reduce flagging sales, and they’re most likely counting on the gamble to pay off, because a 30-second spot during the Oscars this year will cost them around $1.7 million.