Actor Frank Vincent from the former HBO mobster hit "The Sopranos" thinks his fellow Italian-Americans need to lighten up. The same, in his opinion, goes for brewing giant MillerCoors.
Vincent found out that the Miller Lite “Protection” ad campaign in which he stars was being pulled because of complaints from the Italian-American community when he received a Google alert about Wednesday’s exclusive Sun-Times story. He said he had not heard from either MillerCoors or DraftFCB about the decision
The axed Miller Lite campaign features Vincent as a mafioso thug trying to strong-arm a young clerk in a convenience store in one TV spot and do the same to a bartender in a bar in two other TV commercials, as well as in a number of radio spots. Vincent’s character in the commercials embodies many of the stereotypical tough-guy traits familiar from countless mafia portrayals in film and television, though in the Miller Lite commercials Vincent’s performance comes off as more of a spoof.
On Wednesday afternoon, Vincent said he was “absolutely surprised” by Italian Americans’ strong objections to his portrayal and by MillerCoors’ decision to pull the campaign so quickly.
After complaining to MillerCoors about the ads, Lou Rago, founder of the Italian American Human Relations Foundation of Chicago and Anthony Baratta, the Chicago-based national chairperson for the Commission for Social Justice, on Tuesday threatened to organize a boycott of MillerCoors by Italian Americans. By Tuesday afternoon, MillerCoors agreed to pull the campaign immediately, which would mean all ads will be gone from the air within a week.
“I think both of these groups should have a better sense of humor,” said Vincent, who has played a number of mafia characters over the years. He said he didn’t hesitate at all in taking on the role in the Miller Lite “Protection” campaign.
“The humor is there in the commercials, and a lot of people were enjoying the work,” added Vincent, who also said MillerCoors and its ad agency DraftFCB/Chicago spent “a lot of money” on the television and radio ad campaign that was slated to run at least through the summer.
The “Protection” campaign was the first big Miller Lite campaign to come out of DraftFCB since MillerCoors handed the agency the major account two months ago. DraftFCB also handles advertising for the “competing” Coors Light brand.
