Grey Poupon's 'Pardon Me' Ad Is Reborn as Explosive Car Chase

Two-minute spot by CP+B goes live during the Oscars

With a sold-out inventory of spots costing $1.7 million per 30 seconds, this Sunday's Academy Awards presentation on ABC is looking to be quite an epic advertising event. But one brand will use its pricy piece of time to promote something even more epic. Grey Poupon is reviving its famed "Pardon me" ad campaign from the 1980s and '90s, though the new version by Crispin Porter + Bogusky seems to contain quite a bit more automotive combat and evasive driving. During the Oscars, watch for the 30-second teaser trailer below, which will be your sign that the full 2-minute ad is live on Then check out the March 4 issue of Adweek for the full story behind the ad's creation and execution. In case you need a reminder of how this all got started, we've added the original 1981 ad after the jump.