What is Edie Falco doing now?

After a quarter of a century since her Emmy Award–winning portrayal of Carmela Soprano in The Sopranos, Edie Falco finds herself immersed once again in a shadowy, violent world—this time as part of PETA’s 2024 Super Bowl ad, airing on local channels in New Jersey, the very setting of the iconic series.

The advertisement features Falco in a familiar setting, the family kitchen, where she is seen preparing pizza. However, the comedic scene takes a surreal turn when a pair of dubious characters storms in and snatches away her cheese. This unexpected event prompts Falco’s character to passionately plead for the return of her cheese. The tone abruptly shifts from comedy to stark reality as the scene transitions to somber footage of a mother cow desperately chasing after a truck carrying away her calf.

The juxtaposition is poignant and powerful, drawing attention to the heart-wrenching practices on dairy farms. The ad sheds light on the cruel separation of newborn calves from their mothers, a standard procedure in the dairy industry to redirect the milk meant for nourishing the calves towards human consumption. The accompanying text delivers a strong message: “Cheese isn’t your baby. But it robs a mother of hers. Go vegan.”

In this thought-provoking ad, Edie Falco lends her talent to bring awareness to the ethical concerns surrounding the dairy industry. The use of humor and abrupt shifts in tone captures the audience’s attention, driving home the message that behind the seemingly harmless act of enjoying cheese lies a darker reality of maternal separation in the dairy production process. As Edie Falco continues to utilize her platform to advocate for animal rights and ethical choices, this Super Bowl ad marks another impactful chapter in her commitment to raising awareness about pressing issues.