Jamie-Lynn Sigler has been keeping a secret for weeks. On Sunday, it finally came out. Sigler, who played Meadow Soprano for more than eight years on the iconic HBO series “The Sopranos,” stepped i…
commercial that aired during NBC’s telecast of Super Bowl LVI. The ad updated, shot for shot, the show’s opening montage, which used to feature James Gandolfini’s Tony Soprano driving a Chevy truck. On Sunday night, it was Meadow Soprano doing the driving — in an electric Chevrolet Silverado, billed as a vehicle for “a new generation.”
General Motors had big plans for the 2022 Super Bowl and its executives have been discussing possibilities for months. The giant American automaker hasas part of a mandate to fight climate change. Getting Americans to adopt electric Chevys and Cadillacs, however, will require clever marketing that makes potential buyers see the new cars and trucks as something alluring, useful and easy to buy and understand.
The idea to revive “The Sopranos” came up about half a year ago, when executives at Commonwealth/McCann, the Interpublic Group agency that works for GM, started to think of Super Bowl concepts. The show has enjoyed a recent upswell among younger viewers, who may have used the COVID-19 pandemic to catch up on a property they had only heard tales about from others. Some of that interest may have been boosted by the release of a “Sopranos” prequel, last year’s “The Many Saints of Newark.
GM asked UTA to help get David Chase involved. Executives knew they had to approach the task carefully.
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