Description
At first glance, the ad is confusing, even absurd. Who keeps Grey Poupon mustard in their car? And who gets asked for it at a red light? But this is precisely the point. It’s a humorous nod to a famous 1980s Grey Poupon commercial, where one wealthy man in a Rolls-Royce asks another for the mustard through a car window. The Economist co-opts this scene to imply that its readers belong to that same cultured, elite class.
By citing an oddly specific statistic 57%, the ad mocks the seriousness of data while also mimicking the style of intelligent, analytical reporting The Economist is known for. It creates a joke only certain readers will get, and in doing so, flatters them. It’s not just about mustard; it’s about being in on the joke, being part of a particular social and intellectual circle.