Sanpellegrino's Ciao Campaign Stars "Sopranos" Actors

Sanpellegrino Leans into Nostalgia with "Sopranos" Stars for Ciao Campaign

Sanpellegrino's new campaign for its Ciao flavored sparkling water line leverages the enduring popularity of "The Sopranos" by featuring stars Michael Imperioli and Steve Schirripa.

The "With Love, Italy" campaign, developed by Ogilvy New York, plays on the actors' iconic gangster roles. The humorous ads depict Imperioli and Schirripa attempting to give away Ciao, only to be met with suspicion and fear from people who recognize them.

A Humorous Take on Italian-American Identity

The campaign includes a series of short, social-first videos culminating in a longer narrative spot. The storyline follows the duo's attempts to distribute Ciao, from a mysterious shipping container to a local pizzeria. Their efforts are continually thwarted by the public's association of the actors with their on-screen personas.

Watch the full commercial here.

The campaign cleverly references "The Sopranos" while emphasizing Imperioli and Schirripa's real-life Italian-American heritage and appreciation for Sanpellegrino. This connection reinforces the brand's Italian roots and the Ciao line's infusion of Sicilian sea salt and real fruit juice.

Authenticity and Improvisation

According to Ogilvy Creative Director Francesca Ferracini, the campaign's success stems from its authenticity. Imperioli and Schirripa weren't playing their "Sopranos" characters but versions of themselves, drawing on their real-life experiences of being recognized for their iconic roles.

“When they read the script the first time, it really resonated with them," Ferracini said. "They told us, ‘This is what happens in our life, every day.’"

The actors' natural chemistry, honed through their "Talking Sopranos" podcast, further enhances the campaign's genuine feel. Their improvisation added spontaneity and humor to the nine final vignettes.

Targeting a Growing Market

Sanpellegrino aims to capture the two-thirds of U.S. consumers who don't currently drink flavored sparkling water. Ciao, with its blend of sparkling water, fruit juice, and Sicilian sea salt, offers a refreshing alternative. The campaign also highlights a cultural contrast between American and Italian lifestyles, emphasizing the Italian "work to live" philosophy.

Sanpellegrino Senior Marketing Director Thomas Conquet explains that Ciao represents "the best of Italy" in a can.

The "With Love, Italy" campaign effectively combines celebrity appeal, humor, and cultural relevance to promote Sanpellegrino's Ciao sparkling water to a wider audience.