Chevrolet
The Sopranos Super Bowl Return

The Challenge: Chevy needed to relaunch the all-new Silverado EV for a new generation. We had the iconic vehicle Tony Soprano drove, but we needed a way to make a 20-year-old cultural touchstone feel fresh and future-facing for a Super Bowl audience.

The Strategy: We orchestrated a shot-for-shot remake of the Sopranos opening credits, produced with creator David Chase. By featuring Tony’s now-grown children and the electric Silverado, we bridged the gap between nostalgia and the EV future. We supported the 60-second spot with real-time Twitter responses and TikTok reaction videos to keep the conversation alive.

The Impact: The spot was rated #2 on AdAge and trended #4 on Twitter. It earned a 2023 Webby Award and proved that a "back-from-the-dead" idea can dominate the biggest stage in advertising.