The Unexpected Commercial Life Of Steve Schirripa: From Bobby Baccala To Freshpet's Mob Boss

Steve Schirripa, the beloved actor known for his iconic roles in *The Sopranos* and *Blue Bloods*, has found a surprising and highly lucrative second act: the king of the celebrity commercial. As of late 2024 and into 2025, his face—and his distinctly New Jersey/New York persona—is inescapable on television, starring in a series of ads that cleverly play on his mob-adjacent past to sell everything from premium dog food to sparkling beverages.

This commercial resurgence is a testament to Schirripa's enduring appeal, allowing him to tap into the nostalgia of his *Sopranos* character, Bobby "Baccala" Baccalieri, while maintaining his current mainstream appeal as Detective Anthony Abetemarco on CBS's *Blue Bloods*. The ads are fresh, funny, and have become viral hits, proving that a well-placed celebrity endorsement, especially one with a wink to the audience, is a powerful marketing tool.

Steve Schirripa: A Career Profile and Biography

Steven Ralph Schirripa is an American actor, producer, author, and voice artist whose career trajectory is one of Hollywood's most unique, moving from a casino entertainment director to an acclaimed television star.

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• Full Name: Steven Ralph Schirripa
• Born: September 3, 1957
• Birthplace: Bensonhurst, Brooklyn, New York, U.S.
• Notable Roles: Bobby "Baccala" Baccalieri on *The Sopranos* (2000–2007); Leo Boykewich on *The Secret Life of the American Teenager* (2008–2013); Detective Anthony Abetemarco on *Blue Bloods* (2015–Present).
• Other Ventures: He is an author of several books, including the *A Goomba's Guide* series, and a co-host of the popular podcast *Talking Sopranos* alongside his former co-star, Michael Imperioli.
• Early Career: Before acting, Schirripa worked as the Entertainment Director at the Riviera Hotel in Las Vegas, a fascinating transition that paved the way for his eventual television career.

Schirripa's on-screen presence is defined by his imposing, yet often gentle, demeanor. This duality—the tough exterior hiding a soft heart—is exactly what makes his commercial work so effective and relatable to a wide audience.

The Viral Hit: Steve Schirripa’s Freshpet Commercials

The most talked-about and current commercial campaign featuring Steve Schirripa is for Freshpet, a brand specializing in refrigerated, fresh pet food. These ads have garnered significant attention, not just for the product, but for the way they brilliantly lean into Schirripa's most famous character.

The "My Boy Junior" and "Sopranos Mode" Ads

In a series of Freshpet ads, including the widely reviewed "My Boy Junior" spot, Schirripa revisits his "Sopranos mode" with a hilarious, self-aware parody.

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The premise often involves Schirripa, in a familiar, slightly menacing tone, discussing the importance of feeding his dog, Willie, the absolute best—Freshpet. The humor comes from the juxtaposition of his mob-like seriousness with the mundane, loving act of caring for a pet. He uses language and mannerisms reminiscent of Bobby Baccalieri, but the "business" he's discussing is all about premium, healthy pet nutrition.

The ads are highly effective because they create an instant connection with fans of *The Sopranos*. By winking at his past, Schirripa makes the product memorable. The campaign cleverly suggests that if a tough-guy like him cares this much about his dog's diet, it must be the top-tier choice for any pet owner. This fresh, unique approach has cemented Freshpet's campaign as a standout in the advertising world of 2024 and 2025.

The Ultimate Reunion: Sanpellegrino's "Ciao" Campaign

Beyond his solo success with Freshpet, Schirripa also reunited with a key *Sopranos* co-star for another high-profile commercial campaign, further capitalizing on the enduring popularity of the HBO series.

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Schirripa and Imperioli's Sparkling Chemistry

In the Sanpellegrino "Ciao" ad campaign, Steve Schirripa teams up with Michael Imperioli, who played Christopher Moltisanti on *The Sopranos*. The campaign taps into both retro charm and self-aware comedy, creating a mini-movie that feels like a continuation of their on-screen dynamic.

The ad features the two actors in a scenario that hints at a "last job" or a clandestine meeting, only to reveal their mission is simply to enjoy the sparkling Sanpellegrino beverage. The commercial is a masterclass in celebrity endorsement, using the chemistry and cultural cachet of the two stars to give the product a sophisticated, yet humorous, Italian-American flair.

This reunion not only delighted fans of the show but also drove significant buzz for the brand. The use of both actors together leverages their combined topical authority, making the ad feel like an event rather than just a simple commercial. It’s a smart move that recognizes the power of the *Sopranos* universe to sell premium lifestyle products.

LSI Keywords and Topical Authority: Why Schirripa Sells

Steve Schirripa's success in the commercial landscape is no accident. It is a calculated move that leverages his established persona and the strong topical authority he holds in the entertainment world. By incorporating LSI (Latent Semantic Indexing) keywords—the natural, related phrases people search for—we can see the connections that make his ads so compelling.

• Bobby Baccalieri and Anthony Abetemarco: The contrast between his gentle, often-bullied mobster role and his current, steady detective role on *Blue Bloods* provides a depth that few celebrity endorsers possess.
• Talking Sopranos: His popular podcast with Michael Imperioli keeps the *Sopranos* conversation alive and ensures his name remains in the news cycle, making him a perpetually relevant figure for advertisers.
• The "Tough Guy, Soft Heart" Niche: Schirripa has successfully cornered the market on the "tough guy who is secretly a big softie" trope, especially when promoting products related to family, pets, or simple pleasures, like Freshpet or Sanpellegrino. This authenticity resonates with consumers.

The modern consumer appreciates self-awareness, and Schirripa's willingness to playfully mock his own *Sopranos* image in a commercial setting is a major selling point. He’s not just an actor reading lines; he’s a cultural icon acknowledging his own legend.

The Future of Steve Schirripa's Commercial Empire

With the continued success of the Freshpet and Sanpellegrino campaigns, it is clear that Steve Schirripa's career in commercials is only growing. His ability to blend humor, nostalgia, and a genuine sense of warmth makes him an ideal spokesperson for a diverse range of products.

Expect to see more of Schirripa's face in upcoming ad campaigns. His unique brand of celebrity endorsement—one that’s grounded in a beloved television history but applied to modern, everyday products—is a winning formula. Whether he’s talking about the best food for "My Boy Junior" or enjoying a sparkling drink with his old friend, Steve Schirripa has masterfully transitioned his on-screen gravitas into commercial gold.