With the Sopranos prequel "The Many Saints of Newark" coincidentally debuting around the same time as the relaunch of the all-new Suburban, the same vehicle Tony Soprano drove in the opening credits of the hit TV show, it seemed as if the mafia gods were shining down upon us. My partner and I, along with the support of the team, fought relentlessly to bring this idea to fruition. But just like Meadow's parallel parking job in the season finale *spoiler alert*, it just wasn't going to happen. But did we fuggetaboutit? Hell no. This idea wasn't going down without a fight. Back-from-the-dead it came when it was Super Bowl season. Our sister agency helped bring this to life for the Silverado EV—a whole new truck for a whole new generation, featuring Tony Sopranos' now grown up kids. The spot was produced with the help of Sopranos creator, David Chase and was a shot-for-shot remake of the iconic intro, with a new twist.
Not only was the TV spot a hit, rated #2 on Ad Age and trending #4 on Twitter, we hit the ground running with contextual teaser posts, a TikTok reaction video and real-time responses during/after the Super Bowl for a fully-integrated campaign that lived on longer than the 60 second spot itself.
We'll never know for sure if James Gandolfini himself would have been proud, but we'd sure like to think so.
This one's for you, boss.
Super Bowl Spot
TikTok Reaction Video with cast seeing the spot for the first time.
