đź’Ś Do you love Philly? Sign up to receive Billy Penn’s free email newsletter to get everything you need to know about Philadelphia every day.
An undefined stretch of State Road in northeastern Philadelphia was broadcast to millions of viewers around the world in the Super Bowl LV commercial starring Four Seasons Total Landscaping.
The announcement of Fiverr, an online marketplace that connects freelancers to companies with available shows, is set in the now infamous parking lot where Rudy Giuliani gave a Trump campaign press conference just as the race for President Joe Biden was being called.
With the slogan “Small businesses go big”, spot SB55 features Total Landscaping co-owner Marie Siravo.
The family business took advantage of its unexpected fame and turned it into a positive opportunity by launching a merchandise line, playing with fans on social media and collaborating with the West Philadelphia Skills Initiative on a paid training program for city residents seeking to obtain for the industry.
Fiverr captures that entrepreneurial spirit in the ad, which should be the new option when people look for a good example of the Philadelphia accent.
The place starts with Siravo behind his business. “Success,” she says, “is usually the right place, the right time.”
As she walks in, she continues her lesson: “What an opportunity that knocks on your corrugated garage door, you roll that dog up!” Siravo drives a vehicle down a Deep Space 9-style corridor, revealing several reasons why you might want to hire freelancers.
“Or even a PR specialist,” she says, “for things like, I don’t know – scheduling a press conference?”
The camera pans and zooms to the top of a giant indoor greenhouse, where the Total Landscaping team is apparently working hard. There are topiaries and flowers everywhere. 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 setback: a woman who travels on business walks around the greenhouse area and asks: “Is this the lobby?
“This is not a hotel!” Siravo yells back. (Donald Trump first tweeted by mistake that the November press conference was at the Four Seasons Hotel in Center City – which is known for having tons of flowers everywhere.)
Fiverr also redesigned the family business website and produced a behind the scenes video.
Since the weekend of November that put it on the global map, the 29-year-old family’s gardening business has been featured in a viral charity run, has become a popular website for engagement proposals and photos, has been turned into sculptural art international and was written about in major news publications in English, in addition to many others.
With over 100 million expected viewers, the Super Bowl is Total Landscaping’s biggest success to date.