You know what’s tricky about this whole advertising during the Super Bowl business? Balancing an intriguing premise with a truckload of product information.
So, when Chevrolet decided to add a modern twist to the opening credits of The Sopranos for its “New Generation” spot, we were presented with a unique opportunity to dive deeper into the role of the Silverado EV in TV canon.
The goal? Simple. Further engage the (fictional) mob-loving universe and educate viewers about what’s possible with electric vehicles.
While the “New Generation” spot was, on the surface, a shot-for-shot remake of the show’s credits, it also showcased how both Chevrolet and the Soprano kids have evolved over the past 15 years.
Therefore, we opted to create a behind-the-scenes video for social media that intertwined footage from the set, cast member interviews and a whole bunch of truck talk to shine an even brighter light on the importance of electric vehicles.
Over the course of roughly two minutes, Jamie-Lynn Sigler (Meadow Soprano) and Robert Iler (A.J. Soprano) discussed reentering the world of Sopranos, we heard from a Chevy subject matter expert about the Silverado EV’s most impressive features and got a hint that maybe (and it’s a VERY BIG maybe) The Sopranos work isn’t quite yet finished.
Then, after the spot aired during the Super Bowl, we filmed a reaction video for TikTok of Jamie-Lynn and Robert watching it for the very first time, discussing what it was like to see their iconic characters all grown up. We’re not sure if it was dusty or if someone was cutting onions, but eyes were definitely watering. On both ends of the camera.
With the “New Generation” spot drawing a huge amount of attention to Chevy, our behind-the-scenes content was able to generate a significant volume of additional buzz. Across the brand’s social platforms, we saw more than 234,000 organic views and 350 engagements.
And with that, our goal was achieved. Fans got even more of The Sopranos content they craved and a healthy dose of EV education to boot.