Bud Light's 'Dilly Dilly' Kingdom Goes Into Battle Ahead of the Super Bowl

Ad Is the Second in Big Game Trilogy

By Alexandra Jardine. Published on Jan 18, 2018

Editor's Pick

Bud Light adds to its popular "Dilly Dilly" campaign with another funny spot in which the king of its "Game of Thrones"-inspired universe gives his subjects "ye olde pep talk" before a battle.

The spot is the second in its trilogy of ads leading up to the Super Bowl, the first of which broke in December. In it, the king informs his fighters that the enemy outnumbers them twenty to one and have fire arrows and "faster and more intelligent horses." Although everyone looks despondent, he finally "levels" with them and tells them that they're out of Bud Light, and the other side has it--leading to a battle cry of "Dilly Dilly."

The ad is by W&K New York and will air this weekend during the AFC/NFC Championship Games: setting the brand up for its final Super Bowl ad (where hopefully, we'll see the battle's outcome.)

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Jan 18, 2018
Wieden & Kennedy New York
Bud Light
Production Company:
O Positive
Jim Jenkins
Executive Producer:
Ralph Laucella
Executive Producer:
Marc Grill

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