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No 'Dilly Dilly' Heard in Bud Light's New Dilly Dilly Ad
By: Adweek
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Marketing VP says the brand's building a world, not a tagline

 

Bud Light’s newest medieval ad has a lot going on, introducing some truly insufferable new nobles from a neighboring kingdom and putting the Bud Knight back on the battlefield for the first time since the Super Bowl.

But there’s one thing you won’t find in the ad: “Dilly Dilly.”

The spot debuting today, called “A Royal Affair,” continues to build on the year-old campaign from Wieden + Kennedy New York, which turned the shout of “Dilly Dilly” into a cultural phenomenon.

Like the campaign’s World Cup ad featuring the Spanish-speaking Oracle Susana, the new spot expands the Dillyverse by introducing Count and Countess Pamplemousse, annoying aristocrats who seem itching for a guillotine.

But this time, the ad notably omits any shouts of “Dilly Dilly,” highlighting that Bud Light is being careful not to overuse the catchphrase.



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