The second installment in Bud Light’s “Dilly Dilly” Super Bowl trilogy, this spot focuses on the preparations for a Game of Thrones style battle.
Bud Light manufactured the catchphrase “Dilly Dilly” and we’ve all watched it morph into its own animal.
It’s on t-shirts, signs, used as NFL play calls and it was even shouted recently when Anheuser-Busch InBev, which owns Bud Light, rang the closing bell at the New York Stock Exchange, reports CNBC.
But what does the catchphrase really mean?
The phrase occurs in medieval-themed Bud Light ads, wherein townspeople are trying to get their hands on, you guessed it, Bud Light. In the commercials, presenting someone with a cold Bud Light often comes with a cheerful “Dilly Dilly” in return, according to FTW.
The creative directors at ad agency Wieden + Kennedy, John Parker and Brandon Henderson, said they “wanted to dramatize how a friend who brings Bud Light is a great friend.”
Andy Goeler, Bud Light’s vice president, explained to Thrillist it’s, “a sort of medieval form of ‘cheers.'” He added. “The phrase has taken on a life and a meaning of its own, thanks to fans of the commercials — and we’re more than happy to just be along for the ride.”
The final installment of Bud Light’s “Dilly Dilly” Super Bowl trilogy, this spot features a Game of Thrones-style battle that culminates in the Bud Knight saving the day.
But chief marketing officer for AB InBev, Miguel Patricio, told Business Insider, “‘Dilly Dilly’ doesn’t mean anything.”
He added, “That’s the beauty of it. I think that we all need our moments of nonsense and fun. And I think that “Dilly Dilly,” in a way, represents that. A lot of people asked me, “How did you approve that?”
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