While it’s not like you need to do much to promote Game of Thrones, it is one of the most watched shows on cable, the folks behind Blinkbox, a UK-based digital video service, decided that pugs were the best way to promote the release of Season Four of Game of Thrones on their service.

So for today’s Friday of Ice and Fire, we have pug dogs dressed up as the various characters of Game of Thrones. Don’t ask. Just enjoy.