Fiat Chrysler Automobiles wants viewers to know that power and royalty can be attained by the new Chrysler 300. In the first of a new series of advertisements titled “The Kings & Queens of America,” starring Game of Thrones actor Peter Dinklage, the spot channels the GoT world in many ways with a powerful tone and similar music. Dinklage, who plays fan favorite Tyrion Lannister on the show, provides an outstanding voice-over, telling viewers “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.”
The spot features many present-day trailblazers, including San Antonio Spurs assistant coach Becky Hammon, professional gambler Phil Ivey and Reddit co-founder Alexis Ohanian.
The timing for the ad couldn’t be better. Game of Thrones is one of the biggest television shows on the planet. Dinklage is arguably its biggest star. Signing the Emmy winner to do a series of advertisements is a great move by Fiat Chrysler as Dinklage provides instant mainstream appeal. Using him to connect the ads - even if it’s not directly - to the GoT universe is a smart play because many will instantly be drawn to and recognize his voice. It will be interesting to see if Dinklage will appear in any future advertisements as Matthew McConaughey did for Lincoln.
Three additional 30-second television spots are expected to air later this month, with Dinklage providing voice-overs for all of them, and that’s good business for Chrysler and GoT. In case you’ve been living under a rock, the fifth season of Game of Thrones premieres tonight on HBO.