Ads we Like: 'Dilly Dilly' return sees Bud Light Knight punish a mead-drinking dissident

Bud Light has introduced the next phase eternally silly 'Dilly Dilly' campaign, showing just what happens to dissidents under the rule of the Bud Light King and his trusty Bud Light Knight.

At the heart of the latest push is a TV spot from Weiden + Kennedy which highlights the brand's "clean, crisp taste" and "refreshingly uncomplicated attitude".

Launching on Friday (5 July) on Channel 4 during The Last Leg, the creative shows the now-familiar Bud Light King entering a pub and ordering his loyal subjects the drink of preference.

Cheers of 'Dilly Dilly' resonate in the bar from all but one subject: a man sat alone in the corner who boldly interrupts the king to express his desire for an autumnal, malty and full-bodied mead.

Unimpressed with the preference, the royal order the Bud Light Knight to place the irritating subject in stocks outside of the venue, so that everyone else can enjoy their Bud Light in peace.

The multi-million-pound campaign is an extension of the Budweiser's previous work, which launched in the UK this year.

As well as TV, the new work will also run across OOH, PR and digital, with multi-million-pound investment across Facebook, Twitter, Snapchat, YouTube, Twitch and Instagram. The multi-channel strategy is predicted to reach over 93% of UK adults, according to AB InBev.

Speaking to The Drum earlier this year, Aina Fuller, marketing manager of Bud Light UK, detailed just how successful the campaign had already proven for the brand.

“When you lean into culture authentically with a catchphrase that's true to your brand personality so silly and irreverent. There's something magical about just take off," she said.

The push comes as the beer giant increasingly makes moves into the football space in the UK and Europe. This week, it inked deals with the UK Premier League and Spanish counterpart La Liga. In recent years Bud Light has become the official beer of the men's England football team and got behind the England Women’s team too.

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