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Wieden + Kennedy New York Bud Light Advertising

Bud Light releases latest ‘Dilly Dilly’ ad ahead of NFL championship games


By Minda Smiley, Reporter

January 18, 2018 | 3 min read

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

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Bud Light's latest 'Dilly Dilly' ad will air during the AFC and NFC championship games this Sunday

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 final spot will air during the Super Bowl next month.

Bud Light’s ‘Dilly Dilly’ catchphrase has become wildly popular since the brand first introduced it in August with a ‘Game of Thrones’-esque spot. In the ad, a king turns his nose up when a man tries to present him with a “spiced honey mead wine” instead of Bud Light — and is met with cheers of ‘Dilly Dilly’ when he dismisses the man to the “pit of misery.” Since then, the goofy phrase has been embraced by everyone from NFL quarterbacks to Merriam-Webster.

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