Well, he tries. The Bud Light monarch isn’t quite as eloquent as his forebears, but to be fair, he does get the job done in the end.
The A-B InBev brand on Thursday unveiled its latest spot from Wieden + Kennedy New York featuring the viral “Dilly Dilly” catchphrase. It’s the fifth spot overall in the series, and the second in what Bud Light is calling its Super Bowl trilogy, which began last month with “Wizard” and will wrap up Feb. 4 during the Super Bowl itself.
Check out the new ad, “Ye Olde Pep Talk,” here:
The “Dilly Dilly” phrase has been absurdly popular since it first appeared in the “Banquet” spot back in August. Bud Light has taken pride in how the phrase has crossed over into culture. It’s been used in everything from best-man speeches to the floor of the Colorado General Assembly to the offices of Merriam-Webster, who had this to say a few days ago:
“Talk about really shaping the culture,” Andy Goeler, vp of marketing for Bud Light, told us this week. “If you had told me as a young man that I would work on something one day where they had to update the dictionary to define it, I wouldn’t have believed you.”
We’ll have more about this campaign when the Super Bowl ad rolls out.
See the earlier spots in the series below.