Chevrolet Reboots, Updates ‘The Sopranos’ Intro for Surprise Super Bowl Ad

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Chevrolet has rebooted and updated the intro sequence from HBO’s “The Sopranos” for a surprise Super Bowl ad for its new Silverado electric pickup.

Chevrolet

Chevrolet has rebooted and updated the intro sequence from HBO’s “The Sopranos” for a surprise Super Bowl ad for its new Silverado electric pickup.

The 60-second spot, called “New Generation,” aired during the first quarter of the game without the general motors the brand releases trailers or teasers ahead of time, a practice that has become commonplace for Super Bowl advertisers.

The commercial includes many of the same shots as the original intro, but instead of Tony Soprano, played by James Gandolfini, driving a 1999 Chevrolet Suburban SUV, it’s mob boss Meadow’s daughter, played by Jamie Lynn Siegler, in a 2024 Chevrolet Silverado electric.

“It’s a different way to showcase ‘The Sopranos’ and Chevrolet, and it felt nice,” Steve Majoros, vice president of marketing for Chevrolet, told CNBC. “When you have a truck that is so important to our business, there really is no other logical platform to do this.”

The commercial features the show’s theme song, “Woke Up This Morning” by British band Alabama 3. It ends with Meadow reuniting with her brother, AJ, played by Robert Iler, and actor John Cusack, who does the voices on off for Chevrolet, saying, “The first all-electric Chevy Silverado. An all-new truck for an all-new generation.”

The ad was directed by David Chase, the show’s creator and director, with assistance from Phil Abraham, director of photography for the original “The Sopranos” title sequence. The hit show ran on HBO from 1999 to 2007.

Majoros said the company didn’t want to tease the announcement because the team “liked the idea of ​​a big statement that can come out of nowhere.”

The last time Chevrolet had an advertising presence at the Super Bowl was in 2015. It was another surprise commercial that made it look like there was a TV blackout just before the game started. The ad promoted the company’s Chevrolet Colorado pickup that featured built-in 4G LTE to help watch the game in the event of an actual power outage.

The “Sopranos” reboot is the second Super Bowl ad for GM this year. The company earlier this week. launched a 60 second ad before the game starring actor and comedian Mike Myers reclaiming his role as Dr. Evil from the “Austin Powers” spy comedy trilogy.

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