The Oscars is a night for the stars and a night to reach the people that love them. While 40.3 million fans tuned in last month, an audience made up of 34% more young males than previously (courtesy of Seth McFarlane), brands jockeyed for their attention. Award shows, like most live programming, are a great way to reach audiences in real time, rather than in time-shifted, DVR viewings.

One brand that took advantage of this large live audience was an old favorite thatyou don’t see on air very often, Grey Poupon. Resurrecting their classic “Pardon Me” commercial and pairing it with an already sound social media strategy was a big win. Generating four times more social activity than its daily average, Grey Poupon’s remake has a strong and compelling call to action that drives people to watch the extended version of the spot.

It also takes you to other fun content like outtakes and drives you to apply for “membership” in The Society of Good Taste.

Using old ads, other than for the nostalgia of holidays like the Campbell’s Snowman and the Cadbury Bunny, is not common practice. But if your brand has a beloved classic like “Pardon Me,” it might be fun to let it come out and play again, especially if you allow your audience to interact with the classic piece in new, interesting and relevant ways.

Here is the classic Grey Poupon spot, if you’re too young to remember it: