'Game of Thrones' star narrates Fiat Chrysler ads

Michael Wayland
The Detroit News

Fiat Chrysler Automobiles NV and "Game of Thrones" star Peter Dinklage are expanding an advertising partnership this summer for the Chrysler brand.

Dinklage, who plays Tyrion Lannister in the popular HBO series, narrated five new 30-second ads for the brand's midsize 200 and large 300 sedans that recently started airing. In a unique twist to the summer ad campaign, Dinklage uses literary works and passages from Ralph Waldo Emerson, Jack Kerouac, Herman Melville, Marcel Proust and William Wordsworth to narrate characteristics for the cars.

"Kerouac wrote, 'What is that feeling when you're driving away from people and they recede on the plain till you see their specks dispersing? It's the too-huge world vaulting us, and it's good-bye. But we lean forward to the next crazy venture beneath the skies,' " Dinklage says, quoting the American novelist and poet's "On the Road" in one ad titled "Dramatic MPG." "Who knew great gas mileage could be so poetic?"

The ads — all available on the Chrysler brand YouTube page — will air through the summer in connection to the brand's summer clearance event. The company declined to comment about how much the new summer ad campaign cost.

Dinklage, who does not appear in the ads, first narrated the Chrysler 300 "Drive Proud" campaign celebrating the Americans who have earned their success, from entrepreneurs and small-business owners to self-employed contractors, designers and artists. The 60-second launch spot, titled "The Kings & Queens of America," debuted in April.

The "Drive Proud" campaign was created in partnership with independent advertising agency Wieden+Kennedy in Portland. The summer campaign was created in partnership by Southfield-based advertising agency, Doner, which is the company's official agency of record for tier-two ad campaigns.


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