The ‘Dilly Dilly’ Saga Continues, With a Spanish-Language Twist for the World Cup

And we finally learn what happened to Sir Doug

She has seen the future, and it is Dilly. Dilly. Bud Light
Headshot of David Griner

While we haven’t seen the regal “Dilly Dilly” crew in an ad since the Super Bowl, they’ve certainly remained active, whether trolling the Masters or hoping to get drafted by the Jets.

But now the monarch of malt—whose name is apparently King John Barley IV—is back in two new spots, alongside some new characters and a few familiar faces.

In the first ad, we see he’s ventured far to learn the secrets of the future from a mysterious woman in exchange for Bud Light.

The ad from Wieden + Kennedy New York is notably Spanish-centric, part of the brand’s ongoing marketing focus on Hispanic audiences in the lead-up to the 2018 World Cup. But as you might expect, the king isn’t quite worldly enough to have mastered the language yet.

By integrating the brand’s mainstream marketing directly into its Spanish-language advertising, Bud Light follows a similar path as Verizon, whose Hispanic-focused ads from agency The Community have featured both English-speaking Thomas Middleditch (star of Silicon Valley) and Spanish-speaking Luis Gerardo Mendez.

But the World Cup spot isn’t the only new dose of “Dilly Dilly” hitting the scene this week. W+K New York is also releasing “Redemption,” a direct follow-up to the campaign’s first ad, “Banquet,” in which Sir Doug was thrown into the Pit of Misery for bringing around his obscure hipster beverage of choice rather than a case of longnecks.

Well, Doug, it was a good break from the Pit of Misery while it lasted.


TV Spot: World Cup is Coming, World Cup is Here, Early Game
Client: Bud Light
Agency: W+K New York
Executive Creative Director: Karl Lieberman
Creative Directors: Brandon Henderson, John Parker
Creative: Marc Duran
Creative: Facundo Paglia
Executive Producer: Temma Shoaf
Senior Producer: Jessica Griffeth
Head of Integrated Production: Nick Setounski
Account Team: Brandon Pracht, Mariana Ramirez, Tania Sanchez, Jonathan Irizarry
Project Manager: Vimal Patel
Business Affairs: Manager Michael Moronez, Andrea Sierra
Head of Business Affairs: Patrick O’Donoghue
Traffic: Sonia Bisono, Tina Wyatt

Production: Furlined
Director: Speck + Gordon
Director of Photography: Alwin Kuchler
Executive Producer: David Thorne
Producer: Greg Schultz

Editorial: Arcade Edit
Editor: Jeff Ferruzzo
Assistant Editor: Mari Garrahan
Post Producer: Andrew Cravotta
Post Executive Producer: Sila Soyer

VFX: The Mill
VFX Producers: Bugs Russell, Michael Brown
Lead VFX Artists: Siro Valente, Kieran Hanrahan
VFX Artists: Sungy Eun, Heather Kennedy, Ari Garber, Yoon-sun Bae, Cedric Menard, Charles Lee, Ben Walant, Leela Shanker
GFX Artist: Wendy Eduarte

Music: Walker Music

Mix: Sonic Union
Mixer: Steve Rosen

Color: The Mill
Colorist: Mikey Rossiter

TV Spot: “Redemption”
Client: Bud Light
Agency: W+K New York
Executive Creative Director: Karl Lieberman
Creative Directors: Brandon Henderson, John Parker
Copywriter/Art Director: Jess Ghersi
Copywriter/ Art Director: Jacob Weinstein
Head of Integrated Production: Nick Setounski
Executive Producer: Temma Shoaf
Assistant Producer: Jordan Leinen
Strategist Nick Docherty, Brian Ritter
Account Team: Brandon Pracht, Price Manford, Lauren Wilson
Business Affairs: Patrick O’Donoghue, Justine Lowe, Andrea Sierra
Communications Planning Supervisor: Mark Malloy
Project Manager: Vimal Patel

Production: Smuggler
Director Randy Krallman
Executive Producer: Sue Ahn
Producer: Gustav Geldenhuys
Director of Photography: Ulrik Bentzen

Editorial: Arcade Edit
Editor: Dave Anderson
Post Executive Producer: Sila Soyer
Post Producer: Andrew Cravotta
Editorial Assistant: Chris Angel / Joe Petruccio

VFX: The Mill
Executive Producer: Verity Grantham
Producer: Clairellen Wallin, Zach Fortin
VFX Supervisor: Keith Sullivan
2-D Lead: Keith Sullivan

2-D Team: Blake Druery, Taner Besen, Vi Nguye, Yongjae Lee, John McIntosh
3-D Lead: Christian Nielsen
3-D Team: Adam Dewhirst, Will Von Jess
Matte Painting Cedric Menard, Charles Lee, Ben Walant

Telecine: Company 3
Head of Color / Grade Artist: Tim Masick

Mix :Sound Lounge
Mixer: Tom Jucarone
Executive Producer Becca Falborn

Music: Walker

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."