Bud Light's 'Bud Knight' Gallops Into 'Dilly Dilly' Super Bowl Ad

Horse-Riding Character Makes his Debut in the Brew's Medieval Campaign

By E.J. Schultz. Published on Feb 01, 2018

Editor's Pick

Bud Light's "Dilly Dilly" king has found his man-at-arms--and he's named "Bud Knight," of course. The blue-armoured, horse-riding character makes his debut in the brew's medieval campaign in a 60-second Super Bowl spot the brew released today.

The spot by Wieden & Kennedy New York is the final ad in a trilogy that began on Christmas Day.

The brand in the game also plans to re-air a 30-second version of the second ad in the series called "Ye Olde Pep Talk" that first ran two weeks ago in order to set up the final battlefield scene. The new ad shows Bud Knight coming to the aid of king and his beleaguered troops, after making a pit stop at a convenience store to stock up on the brew.

While the spot marks the end of the three-part series, it's likely we haven't seen the last of the knight as Bud Light marketers try to keep the momentum going on the viral campaign, which launched in late August.

"We'll continue with the storylines. There are a lot of areas to continue to explore in this whole medieval world," says Bud Light brand VP Andy Goeler.

Only a jester would stop now. The campaign is netting roughly 1.1 million Googlesearches of "Dilly Dilly" per month, according to the brand. And on social media, Bud Light has earned more mentions in the past four months than in the previous nine months. But those positive vibes have yet to goose sales in any significant way. Bud Light shipment volume volume fell 5.7 percent last year, according to Beer Marketer's Insights.

"Step one has to be exactly what we are doing, getting the brand back into conversation in a fun way, connecting it to friendship ...that's my whole focus," Goeler says. "If I'm able to do that for an extended period of time …sales will follow."

The knight gives Bud Light a new character to push on social media. On game day the brand plans to run quick social videos showing him suiting up, for instance. Starting today, the hashflag #DillyDilly will produce an image of the Bud Knight's blue helmet. The brand also produced a Snapchat game called "Battle of Beer Run."

Read more about the campaign over at

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Feb 01, 2018
Wieden & Kennedy New York
Bud Light
Executive Creative Director:
Karl Lieberman
Creative Director:
Brandon Henderson
Creative Director:
John Parker
Alex Ledford
Art Director:
NJ Placentra
Head of Integrated Production:
Nick Setounski
Executive Producer:
Temma Shoaf
Producer Assistant:
Kiara Hidalgo
Brand Strategist:
Nick Docherty
Brand Strategist:
Brian Ritter
Social Strategy:
Jessica Breslin
Social Strategy:
Jonathan Irizarry
Account Team:
Brandon Pracht
Account Team:
Alex Scaros
Account Team:
Carina Polini
Account Team:
Greg Hascoe
Business Affairs:
Patrick O'Donoghue
Business Affairs:
Justine Lowe
Business Affairs:
Andrea Sierra
Communications Planning Supervisor:
Mark Malloy
Project Manager:
Vimal Patel
Production Company:
Jim Jenkins
Executive Producer:
Marc Grill
Executive Producer:
Ralph Laucella
Director, Photography:
Claudio Miranda
Editorial Company:
Arcade Edit
Dave Anderson
Post Executive Producer:
Sila Soyer
Post Producer:
Andrew Cravotta
Editorial Assistant:
Joseph Petruccio
Editor-Social Content:
Steve Reglis
Visual Effects Company:
The Mill
Executive Producer:
Rachel Trillo
Executive Producer:
Verity Grantham
Senior Producer:
Clairellen Wallin
Associate Producer:
Jake Fritz
Production Coordinator:
Supreetha Murthy
Production Coordinator:
Zachery Fortin
Shoot Supervisor:
Christian Nielsen
Shoot Supervisor:
Leon Woods
Shoot Supervisor:
Clairellen Wallin
2D Team:
Blake Druery
2D Team:
Jimmy Bullard
2D Team:
Andre Vidal
2D Team:
Kyle Cody
2D Team:
Taner Besen
2D Team:
Dhruv Shankar
2D Team:
Dae Yoon Kang
3D Lead Artist:
Christian Nielsen
3D Team:
Christian Nielsen
3D Team:
Adam Dewhirst
3D Team:
Dan Warom
3D Team:
Pablo Estrella You
3D Team:
Todd Akita
3D Team:
Billy Dangyoon Jang
3D Team:
Jonathan McCoy
3D Team:
Murali Krishna Reddy
3D Team:
Sendil Kumar
3D Team:
Raj Kumar
3D Team:
Abhishek Kumar
3D Team:
Gokul N
Telecine Company:
Company 3
Head of Color:
Tim Masick
Grade Artist:
Tim Masick
Color Producer:
Kevin Breheny
Mix Company:
Sound Lounge
Tom Jucarone
Executive Producer:
Mike Gullo
Becca Falborn
Music Company:
Executive Producer:
Sara Matarazzo
Executive Producer:
Stephanie Pigott
Marissa Hernandez
Jafbox Sound:
Joseph Fraioli
Digital Domain

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