Bud Light: advert-body-1 by Wieden+Kennedy New York

In Bud Light’s latest ad, a medieval king’s lackluster wartime speech fails to rouse his subjects ahead of battle.

Seeing that the enemy is equipped with horses that are “faster and more intelligent” and “arrows with fire,” the king struggles to convince his troops that they have what it takes to win. But when he reveals that the competition is harboring cases of Bud Light, his subjects feverishly cry out ‘Dilly Dilly!” before rushing onto the battlefield.

The spot, which will air during this weekend’s AFC and NFC championship games, is the second installment of what the brand is calling its ‘Dilly Dilly Super Bowl Trilogy.’ The first ad in the trilogy, which starred a wizard capable of turning anything into Bud Light, aired before Christmas. The third will air during the Super Bowl next month.