Marketing efforts around the launch of Game of Thrones’ final season this month have taken on new heights to rival the intensity of the Battle of the Bastards itself, this time striking up a one-off partnership with the British Army’s Coldstream Guards.
This week has seen the iconic troupe perform a rendition of the Game of Thrones theme tune as the infamous Night’s Watch marched into the Tower of London to perform its own unique military display.
Emerging from the Bloody Tower at the Tower of London, the Night’s Watch marched to music from the Band of the Coldstream Guards, and put on a dramatic sword performance. The spectacle was orchestrated by Sky Atlantic to celebrate the upcoming launch of the final season of the popular HBO and Sky Atlantic TV series.
For the stunt, Sky Atlantic partnered with the British Army to choreograph the scene, on that took two months of military and musical planning. Crowds had been expecting a traditional Changing of Sentry Duty from the Coldstream Guards as they played ‘The Standard of St George March’, but were treated to the intense take on some of the show’s toughest warriors.
Sergeant Major Richard Maddocks of the Coldstream Guards, said: “We play all over the world at all sorts of concerts and events, but this was genuinely a career highlight for all of us seasoned Members of the Coldstream Guards Band.
“Given it’s a favourite TV programme of many of ours made it an extra special experience. The Night’s Watch delighted and stunned their audience and challenged us into looking our sharpest and playing our military best.”
director of programmes, Sky Entertainment UK and Ireland, Zai Bennett, added: “We have partnered with the British Army to give fans an unforgettable experience ahead of the launch of the eighth and final series of Game of Thrones.
“It has been a groundbreaking seven years and the Sky Atlantic team are as excited about what’s in store as the millions of fans and Sky Atlantic viewers who will be tuning into discover the outcome of the final battle between the living and the dead.”
The stunt has set the scene for the eagerly anticipated Game of Thrones finale. Sky Atlantic recorded its highest ever viewership, with 3.42 million people tuning into the last season finale live. The film was created by Taylor Herring and produced by the agency’s production arm St Marks Studios.