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“Dilly Dilly” Hero to the Big Screen for Super Bowl LII

(PRNewsfoto/Bud Light)
(PRNewsfoto/Bud Light)

Hear ye, hear ye! Today, Bud Light, America’s favorite light lager and the Official Beer of the NFL, unveiled “Bud Knight,” the newest commercial in the brand’s wildly popular “Dilly Dilly” universe. The new spot along with the previously released “Ye Olde Pep Talk” will take the biggest stage in the country for 90 seconds this weekend during Super Bowl LII. “Bud Knight” is the final chapter of the brand’s epic Dilly Dilly Trilogy, slated to air in the second quarter of the largest televised event in history (and throughout the Kingdom) each year.

What has quickly become a pop culture phenomenon and one of the most culturally relevant and iconic phrases amongst athletes, celebrities, and consumers worldwide, “Dilly Dilly” debuted in August 2017 with Bud Light’s “Banquet” commercial. Additional spots were released in the months to follow ultimately culminating with Chapter One of the Dilly Dilly Trilogy “Wizard.” In the spot, the Wizard, who under the King’s command, humorously transforms nearly everything in the royal hall into Bud Light. Chapter Two of the Trilogy, “Ye Olde Pep Talk,” aired during both the AFC and NFC Championship games in the run up to the Super Bowl, and found the King offering words of encouragement to his loyal (but thirsty) subjects as they approached the fight of their lives: a battle for more Bud Light, leading to a teaser for the heroic debut of the one and only Bud Knight.

Bud Knight” picks-up immediately after the cliffhanger of “Ye Olde Pep Talk,” — finding the King and his brave army on the field of battle facing insurmountable odds (as well as fighting for the last stack of Bud Light 12-packs that are just within sight). In true epic fashion, Bud Knight, arrives in the second quarter of the game, just when the townspeople think they are defeated…only to discover he’s only passing through on his way to purchase some Bud Light of his own for a friend’s party.

“Humor and friendship is at the core of what Bud Light and beer drinking is all about – and that’s why ‘Dilly Dilly’ has been such a great success. Bringing ‘Dilly Dilly’ to the Super Bowl – one of the biggest nights for friends and family – was a no-brainer,” said Andy Goeler, vice president of marketing, Bud Light. “The final chapter of our Bud Light ‘Dilly Dilly’ trilogy is definitely an epic one, but stay tuned for more from Bud Light and the Dilly Dilly universe in 2018.”

“Ye Olde Pep Talk” and “Bud Knight” details:

  • “Ye Olde Pep Talk” – :30 commercial; airing 1st Quarter
  • Bud Knight” – :60 commercial; airing 2nd Quarter
  • Directed by Jim Jenkins, who also directed all “Dilly Dilly” spots including, “Banquet“, “Pit of Misery“, “Handouts“, and “Wizard.”
  • Filmed in Te Kuiti, New Zealand
  • Created by Wieden + Kennedy

About Jerry Milani

Jerry Milani is a freelance writer and public relations executive living in Bloomfield, N.J. He has worked in P.R. for more than 25 years in college and conference sports media relations, two agencies and for the International Fight League, a team-based mixed martial arts league, and now is the PR manager for Wizard World, which runs pop culture and celebrity conventions across North America. Milani is also the play-by-play announcer for Caldwell University football and basketball broadcasts. He is a proud graduate of Fordham University and when not attending a Yankees, Rams or Cougars game can be reached at Jerry (at) JerryMilani (dot) com.

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