Animal rights organization PETA (People for the Ethical Treatment of Animals) has unveiled a bold new campaign for this year’s Super Bowl, titled “Mindful Mobsters”, which advocates for animal rights and ethical treatment. The campaign emphasizes that even the toughest enforcers can have a compassionate side when it comes to animals.

In the first episode, directed by Angel Apostolski, mobsters Frankie and Joey expose the grim reality of the leather industry’s cruelty. The scene unfolds in the woods, where they, along with their rookie associate Johnny, are about to retrieve a bound man from their car trunk. However, their focus shifts when they discover Johnny’s jacket is made of real leather. They interrupt their mission to remind him that cows are sentient beings with feeling and emotions and that, every year, 300 million cows are slaughtered for their meat and leather. They also point out that wearing leather means wearing someone else’s skin, something Johnny surely wouldn’t want for himself.

Inspired by The Sopranos, PETA’s Super Bowl campaign draws from Tony Soprano’s unexpected tenderness toward animals, particularly his emotional reaction to the death of his beloved racehorse, Pie-O-My.