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CP+B brings back Grey Poupon Mustard's 1981 ad campaign - with a twist

By Angela Haggerty, Reporter

February 27, 2013 | 2 min read

Grey Poupon Mustard has resurrected its 1981 'pardon me' advert and given it an extra twist in a new campaign for the brand launched by CP+B agency.

The original advert showed two distinguished gentlemen share a jar of Grey Poupon Mustard between their chauffeur-driven cars. The new advert shows the 'lost footage' and what happened next - the jar wasn't returned, resulting in a car chase complete with flying champagne corks, caviar car slicks and a golf club duel.A teaser of the ad aired on Oscars night in the US and the extended version is now available online, featuring 'haute spots', where viewers can click hidden spots on the video for a chance to win props from the TV ad such as caviar, champagne flutes and tokens made from the luxury cars.Nadine Rich, brand manager at Grey Poupon, which is owned by Kraft Foods Group, said: "The first 'pardon me' TV spot elevated the brand well beyond a common condiment and established Grey Poupon as synonymous with premium quality."There's never been a better time to define, recognise and celebrate good taste with a new generation of consumers."Members of the brand's Society of Good Taste Facebook app - famed for making Grey Poupon the first brand to remove fans and deny access to users depending on the 'good taste' displayed on their profile - were given exclusive screening of the new advert prior to the premier.


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