- Narrated by Peter Dinklage (“Game of Thrones”), the new 60-second anthem spot launches nationally beginning Thursday, April 9
- Campaign celebrates success through hard work across all walks of life
- Those featured include Becky Hammon (assistant coach, San Antonio Spurs), Alexis Ohanian (cofounder of Reddit), Phil Ivey (professional gambler/entrepreneur), Kwaku Alston (photographer) and Caroline Styne (restaurant owner), among others
- Campaign is supported by additional broadcast, print and digital executions
The Chrysler brand debuts a new advertising campaign today for the 2015 Chrysler 300. Narrated by Peter Dinklage (“Game of Thrones”), the “Drive Proud” campaign celebrates 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,” begins airing tonight.
“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,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “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. Because meaningful success doesn’t appear magically on a silver platter; it is earned and should be rewarded. The crown jewel in this case being the new Chrysler 300 – a car crafted with them in mind.”
Those featured in the campaign include Becky Hammon (first full-time female NBA assistant coach); Alexis Ohanian (tech entrepreneur/Reddit cofounder); Mercedes Yvette (jewelry designer/The Gilded Fox); Lynn Le (founder of sportswear company Society Nine); Caroline Styne (restaurant owner); Nolen Niu (furniture designer/Nolen Niu Inc.); Avi Brosh (hotelier); Kwaku Alston (photographer); Andrew Sasson (hotelier); Tiffany Schrade (jewelry designer); Smith Henderson (novelist); Phil Ivey (professional gambler/entrepreneur); and Shawn Williams (martial arts studio owner/instructor).
Three additional 30-second television spots for the “Drive Proud” campaign will roll out later in the month and highlight key Chrysler 300 attributes, including 363 horsepower and best-in-class AWD technology, making the 300 the most luxurious vehicle in its class.
The campaign, which will run April through June, will be supported by digital and print extensions and was created in partnership with independent advertising agency Wieden+Kennedy Portland.