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Any stretch of State Road in Northeast Philadelphia was shown to millions of viewers around the world in the Super Bowl LV commercial featuring Four Seasons Total Landscaping.
The advertisement for Fiverr, an online marketplace that connects freelancers to businesses with gigs available, takes place in the now infamous parking lot where Rudy Giuliani held a Trump campaign press conference just as the race was on. launched for President Joe Biden.
With the slogan “The small business goes big”, the spot SB55 presents the co-owner of Total Landscaping Marie Siravo herself.
The family business took advantage of their unexpected fame and turned it into a positive opportunity, launching a range of products, joking with fans on social media, and collaborating with the West Philadelphia Skills Initiative on a paid training program for residents of the city seeking to get into the industry.
Fiverr echoes that entrepreneurial spirit in the ad, which should be the new benchmark when people are looking for a good example of the Philadelphia accent.
The spot begins with Siravo behind his business. “Success,” she says, “it’s often the right place, the right time.”
As she walks in, she continues the lesson: “What an opportunity presents itself to your corrugated garage door, you are riding that puppy!” Siravo drives a vehicle down a Deep Space 9-style hallway, touting a variety of reasons you might want to hire freelancers.
“Or even a public relations expert,” she said, “for things like, I don’t know – book a press conference?”
The camera pans and zooms to the top of a giant indoor greenhouse, where Total Landscaping staff seemingly hard at work. There are topiaries and flowers all around. In the extended version of the ad, Siravo’s son emerges from the basement. “Mom,” he shouts. “We did it! We found the fifth season!
And the highlight: a woman on a business trip walks through the greenhouse and asks: “Is this the lobby?”
“This is not a hotel!” Siravo answers. (Donald Trump first mistakenly tweeted that the November press conference was held at the Four Seasons Hotel in Center City – which is known to have tons of flowers everywhere.)
Fiverr also revamped the family business’s website and produced a behind-the-scenes video.
Since the weekend in November that put it on the global map, the 29-year-old family gardening business has been featured in a viral charity run, has become a popular site for engagement proposals and photos, has been transformed into the art of international sculpture and was written about in an almost major English-language news publication, along with many others.
With over 100 million viewers expected, the Super Bowl is Total Landscaping’s biggest splash to date.
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