Just the Gabagool

Father, Son, and Mortadella

The mob drama that lives on forever. Aside from the full cast reunion in Little Italy a few days ago, The Soprano’s 25th-anniversary celebration on Tik Tok is blowing up and making 25-second videos cool in 2024. Warner Bros., parent company to HBO Max, is uploading each episode in 25-second video clips on the official Sopranos’ Tik Tok account. Season 1 and Season 2 have already been fully uploaded. 

The marketing team behind The Soprano’s anniversaries hasn’t missed a beat. They’ve successfully kept the buzz alive years after the show aired six seasons between 1999 and 2007. Really, this shouldn’t be any surprise. HBO scored 300 million organic impressions from a single tweet in 2019 around the 20th anniversary of The Sopranos. A year later, The Sopranos was named the ‘Hottest Show of 2020’ mid lockdown by GQ. 

The difference between what marketing levers were pulled in 2019 versus 2024 lies in TikTok and TikTok trends. It’s as if you want to trend on TikTok for views, engagement, and hopefully, more followers, but without becoming the next fad or ‘TikTok made me buy it’ purchase. 

While some OG Soprano’s fans may not embrace this abbreviated version of their beloved lifelong legendary show, I applaud the team behind the idea. It’s in line with current trends, and clearly people are talking about it. 

What influences behavior on TikTok is a combination of what’s currently trending and what’s in line with the prevailing trends. In the past two weeks, the mob wife trend featuring faux fur coats has surpassed the once-popular clean girl aesthetic characterized by slicked-back hair and Rhode lip gloss. Does ‘Mob Wife Winter’ sound familiar? 

To break down clean girl aesthetic, and the issues behind it: 

• The trend gained momentum in 2022, largely influenced by Hailey Bieber’s style in 2020 of glossed lips and slicked-back hair 

• Minimalist fashion, gold hoops and a claw clip are essential

• The morning starts with an overpriced reformer pilates class, or if you’re lucky, Tracy Anderson method or a virtual Melissa Wood Health class

• Green juice must be followed by matcha and Erewhon’s $20 smoothies 

• It’s completely unattainable for most, and unrealistic 

The ‘mob wife’ micro-trend on Tik Tok emerged almost simultaneously with the Soprano’s anniversary celebrations. It exudes glitz and glamour, French-tip acrylic nails, complemented by gold jewelry and slim sunglasses, with perhaps a martini in hand. It’d be fair to say the Soprano’s never-before-seen footage available on HBO Max rivals the amount of views that the mob wives are getting on Tik Tok right now.

Some TikTok trends die as quickly as they appear. Maybe there’s a world where mob wives intersect with the 10 year olds at Sephora looking for Drunk Elephant products. Trend forecasting is really quite interesting. To me, The Soprano’s legacy and essence of mob wife core all come back to mortadella. Sunday sauce with the family is more than just nonna’s marinara. 

Postmates and HBO Max collaborated with Ggiata Delicatessen, an East Coast inspired deli, in Los Angeles to curate the iconic Satriale’s sandwich. Aptly named ‘Gabagool,’ Ggiata offered a one day special of the collaborative sandwich last week. The Gabagool: a classic hero with mortadella, coppa, salami, provolone, tomato, onion, lettuce, red wine vinaigrette, on a charred seeded baguette.

My colleagues are well aware of my appreciation for meaningful and intentional collaborations. This sandwich not only pays homage to ‘The Sopranos’ series with a modern marketing twist, but also highlights the partnership with the folks at Ggiata Delicatessen. Ggiata Delicatessen, which opened amidst the pandemic in 2020, has now expanded to three locations across Venice, West Hollywood, and the original Melrose Place, all while building substantial digital media presence. 

In early 2023, Ggiata collaborated with renowned restaurateur Giada DeLaurentiis for the Giada sandwich. C’mon. Ggiata x Giada – a perfect alliteration that was practically meant to be. Fresh baked focaccia with artichoke spread, prosciutto, stracciatella, arugula, roasted red peppers and tomato confit. 

It’s the concept of nostalgic trends interwoven with culture, and the bridge connecting them. The concept illustrates how nostalgia can be a driving force in shaping cultural trends and contemporary society. This connection allows people to revisit and reinterpret elements of the past, creating a rich and ever-evolving cultural landscape.

Mortadella has journeyed through time, transforming from a peculiar deli cut to a sought-after addition for the perfect charcuterie board. The collaboration between ‘The Sopranos’ and Ggiata embodies this phenomenon. Mortadella has been cool, and it’s making a comeback again in 2024. Last week Regina’s Grocery in New York also featured a similar ‘Gabagool’ special sandwich, following the trend set by other restaurants in 2023, such as ‘The Morty’ sandwich at Oh Boy or the mortadella and sicilian pistachio pizza at Una Pizza Napoletana. 

In a sense, SB Dunks, our fried chicken bites at Shy Bird, embrace that unique sense of nostalgia. Like mortadella, they’re a little weird, but always there when you need them. So what, no fuckin’ ziti now? Nope, just pecorino ranch. 

To go even further, the resurgence of trends has a greater impact on fashion than food. It’s not all about faux fur; sometimes it’s about big hair and a mink stole or two. ‘House of Gucci’ arrived just ahead of its time, and Lady Gaga’s fashion portrayal of Patrizzia Gucci was truly remarkable. Sequins, velour ski suits, gold jewelry. There’s something to be said for hiring a hitman to murder your husband and looking fabulous while doing so. 

Maybe the Gucci’s ate mortadella, too. 

Have a good day. *Tony Soprano voice*