Chevrolet has rebooted and updated its HBO show “The Sopranos” demo sequence for a surprise Super Bowl commercial for its new electric Silverado pickup truck.
Chevrolet
Chevrolet has rebooted and updated its HBO show “The Sopranos” demo sequence for a surprise Super Bowl commercial for its new electric Silverado pickup truck.
The 60-second commercial, called “New Generation”, aired during the first quarter of the game without Synthetic engine brands release any previews or trailers, a practice that has become common among Super Bowl advertisers.
The trailer includes much of the same footage as the original intro, but instead of Tony Soprano, played by James Gandolfini, driving a 1999 Chevrolet Suburban SUV, it’s the daughter of the gang boss, Meadow, due to as Jamie Lynn Siegler, in a 2024 Chevrolet Silverado EV.
“It’s another way to showcase ‘The Sopranos’ and introduce Chevrolet, and it’s a fun thing to do,” Steve Majoros, Chevrolet’s vice president of marketing, told CNBC. “When you have a truck that’s critical to our business, there’s really no other logical platform to do this.”
The slot features the show’s original theme song, “Woke Up This Morning” by British band Alabama 3. It ends with Meadow’s reunion with her brother, AJ, played and male by Robert Iler. Chevrolet voice actor John Cusack said: “The first all-electric Chevy Silverado. An all-new truck for a whole new generation.”
The commercial is directed by David Chase, the show’s creator and director, with assistance from Phil Abraham, the director of photography for the original title sequence “The Sopranos”. The hit show aired on HBO from 1999 to 2007.
Majoros said the company didn’t want to tease the ad because the team “likes the concept of a big statement that can appear out of nowhere.”
The last time Chevrolet advertised at the Super Bowl was in 2015. It was another surprise commercial that made it seem like a TV screen happened just before the game was about to start. The location has touted the company’s Chevrolet Colorado pickup truck with built-in 4G LTE to aid in watching the game in the event of a real power outage.
“The Sopranos” reboot is GM’s second Super Bowl commercial this year. Company earlier this week release a 60-second ad before the game starring actor and comedian Mike Myers got his role as Dr. Evil from the “Austin Powers” spy comedy trilogy.
