It’s the advertising catchphrase heard ’round the world, but it won’t be heard at Augusta National Golf Club.
“Dilly Dilly” has reportedly been banned at the PGA’s 2018 Masters Tournament, according to British golf publication Bunkered, whose reporter got wind of a list of phrases that will get spectators ejected immediately from the tournament.
Reporter Bryce Ritchie, who broke the story, admitted after his initial tweet, “I have no clue what ‘dilly dilly’ means by the way.”
Most fans of advertising, beer, Super Bowl battlefields and pits of misery, however, are likely familiar with the phrase, which Wieden + Kennedy New York introduced in 2017. It rapidly gained traction as a celebratory phrase worth yelling at almost any social event, and it ended up being the centerpiece of a multi-part medieval ad series that culminated in the brand’s 2018 Super Bowl spot.
Now Bud Light, much like its campaign’s charmingly indifferent monarch, isn’t backing down from a fight.
The brand has fired back at the (not officially PGA-confirmed) reports by tweeting out a response from its fictional king, who is apparently named King John Barley IV:
The tweet’s proclamation reads:
“Your king hath received word that the guards of the Green Jacket plan to escort any patron who dare utter Dilly Dilly off yon premises. Except for myself, I am against tyranny in all forms. So I have instructed my royal tailors to make 1,000 Dilly Dilly shirts that shall be delivered to Georgia in time for the festivities.
“For if thou cannot say Dilly Dilly, thou can still wear Dilly Dilly. Yours in friendship and beer, King John Barley IV.”