Bud Light - Dilly Dilly

Our mission was to reinvigorate the Bud Light brand and make it a brand that people would be proud to hold again. To do that we had to first put Bud Light back in the cultural conversation in a big, positive way.

In a time when we are beset by negativity and divided by our differences, the beer drinkers were ready for something to bring us together. And if that thing was a Medieval-era gibberish toast? All the better. Thus, the Dilly Dilly phenomenon was born. 

It started with a simple commercial that showed a king and queen at a banquet. The plot centered around a simple truth: when you bring Bud Light, it’s for everyone, but when you bring a craft beer to a party, it’s only for yourself. True friends were celebrated with Dilly Dilly, while bad friends were banished to the Pit of Misery. 

The cultural wave started with sports fans across the country and then began appearing in signs, on pregame shows and in stadiums. A tweet from JJ Watt, coverage on ESPN’s Sportscenter, and an in-game audible call from Pittsburgh Steelers quarterback Ben Roethlisberger opened the floodgates, and soon, Dilly Dilly started to earn attention from the mainstream media and become a topic of conversation for millions. Media outlets from Bustle to The Today Show to The New York Times talked about it. Dilly Dilly became the third-most popular autofill suggestion for Google searches of “What does…” Merriam Webster defined it. A priest used it as the topic for a Christmas Day sermon. There have been hundreds of bootleg Dilly Dilly t-shirts and quite a few poorly thought-out tattoos.

Dilly Dilly is everywhere. To date, there have been over 900 million earned media impressions and 61% of the U.S. knows the catchphrase. But most importantly, we created a moment as big as anything else on the cultural landscape, brought people something they liked talking about, and put Bud Light back where it belongs: shared among friends across the country.


"Banquet"
Role: Creative Director
Copywriter: Alex Ledford
Art Director: NJ Placentra
Director: Jim Jenkins


"Pit of Misery"
Role: Creative Director
Copywriter: Alex Ledford
Art Director: NJ Placentra
Director: Jim Jenkins


"Wizard"
Role: Creative Director
Copywriter: Alex Ledford
Art Director: NJ Placentra
Director: Jim Jenkins