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.