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Key Takeaways:
- Sanpellegrino reunites 'The Sopranos’ stars Imperioli and Schirripa for a tongue-in-cheek commercial.
- The campaign promotes Ciao!, Sanpellegrino’s new flavored sparkling water line, using nostalgia to increase awareness.
- The ad series leans on Italian-American culture, legacy, and humor to drive impact, with agency Ogilvy at the helm.
Nothing grabs attention like a little gangster nostalgia.
Sanpellegrino is tapping into both retro charm and self-aware comedy in its latest star-studded campaign starring Michael Imperioli and Steve Schirripa.
The brand teamed up with creative agency Ogilvy to promote its newest creation: Sanpellegrino Ciao!, a flavored sparkling water line inspired by Italy.
To bring "With Love, Italy" to life, the brand enlisted "The Sopranos" actors, familiar faces tied to Italian-American culture, to make the campaign more authentic and appealing.
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The latest effort plays off the actors' iconic gangster roles while highlighting a lighter, more playful side.
"At its core, this campaign does more than just introduce a new product — it strengthens the emotional connection consumers have with our brand," Thomas Conquet, Sanpellegrino’s senior marketing director, shared.
The brand also spliced the full version of the commercial into short episodes posted on Instagram, maximizing engagement by delivering bite-sized content that’s easy to consume and share.
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Tapping into a cultural identity through a compelling narrative gives brands the edge they need to stand out and build a deeper connection with their audience.
This advantage becomes even more powerful when paired with the right creative agency to shape the vision and bring the story to life.
A strong agency partnership sharpens a brand’s creative direction and ensures the message lands with real impact and authenticity.
Gabriel Shaoolian, CEO and founder of Digital Silk, emphasizes that effective storytelling in marketing goes beyond surface-level nostalgia. He explains the difference between fleeting gimmicks and brand-building narratives:
“It only works when the story reflects the brand’s values, not just the audience’s memories. Nostalgia without purpose is a gimmick because it fades fast and doesn’t move the brand forward.
But when an agency like Ogilvy aligns the story with the brand’s identity, it stops being a stunt and becomes a strategic asset. That’s when storytelling drives real connection and long-term value.”
A Lighthearted Italian-American Caper
The series opens in a remote shipping yard, where Imperioli and Schirripa find a mysterious message stamped with "With love, Italy."
It’s the start of their comedic mission to share Sanpellegrino’s Ciao! with America.
As they offer bottles to unsuspecting strangers, their gangster pasts precede them — everyone runs or reacts with suspicion.
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Despite their best efforts, no one trusts them with a sparkling water delivery.
The campaign ends with a nod to "The Sopranos" finale: the duo sits in a diner reflecting on their day, drinks in hand.
"I left my wallet in there," Schirripa tells Imperioli as a hijacker breaks into their car, driving off before the screen cuts to black.
Combining familiar characters with impactful storytelling makes a product launch memorable, helping it connect with people and stand out in a crowded market.
Previously, Jimmy Butler and the Cheez-It Mascot go on a basketball lesson in a few cheeky spots.
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