"Game of Thrones" star Peter Dinklage is the latest celebrity to team up with Chrysler for the brand's newest ad campaign for the 2015 Chrysler 300.
Dinklage, who plays Tyrion Lannister on the mythical HBO drama, narrates a special 60-second launch ad for the brand's new "Drive Proud" ad campaign called "King & Queens of America," which begins airing nationally Thursday night.
During the new ad, Dinklage discusses the entrepreneurial spirit of America: "There is no royal blood in this country. Nothing is reserved for anyone. It's all just out there waiting for someone to reach out and take it.
"And the ones who do, these are the kings and queens of America."
As Dinklage narrates, shots of a dozen or so American trailblazers and entrepreneurs — from San Antonio Spurs' Becky Hammon, who was the first full-time female NBA assistant coach, to professional gambler Phil Ivey and Reddit co-founder Alexis Ohanian — flash across the screen, mixed in with shots of a Chrysler 300.
Fiat Chrysler Automobiles global Chief Marketing Officer Olivier Francois says the new campaign is meant to highlight Americans who have worked and earned their success — a theme the brand also used in previous Chrysler campaigns.
"The Chrysler brand celebrates the entrepreneurial spirit of Americans who refuse to give up, dedicate themselves to a craft and have the guts to turn dreams into reality," he said in a statement. "Our latest homage to the relentless and proud is 'The Kings and Queens of America,' where we recognize nobility not as a birthright but an earned designation."
Three additional 30-second television spots for the "Drive Proud" campaign are expected to air later this month and highlight key Chrysler 300 attributes, including its 363 horsepower and best-in-class all-wheel-drive technology. Dinklage will provide voice-over for all of the announced television ads.
The campaign will run through June and will be supported by digital and print extensions. It was created in partnership with Portland-based independent advertising agency Wieden+Kennedy Portland.
Fiat Chrysler declined to comment about how much the new ad campaign cost.
Previous celebrities to appear or voice Chrysler ads include rappers Eminem and Dr. Dre; former Detroit Lions defensive lineman Ndamukong Suh; New York fashion designer John Varvatos; and musician Bob Dylan.