The original conceit for the Dilly Dilly commercials was a lord or king or emperor who was obsessed with Bud Light. Want immortality? Nah, I’ll just take the beer, thanks, wizard. Want this microbrew? Nah, that sounds pretentious, and now you’re imprisoned for the rest of your life. Then there’s a sticky catchphrase for college kids to scream, and it’s genius. It’s the kind of ad campaign that’s worthy of an oral history.
Super Bowl commercials 2018: This might surprise you, but Bud Light’s ‘Dilly Dilly’ campaign just might be overplayed
Bring back the Budweiser frogs. Dilly dilly.
The campaign has evolved into that lord or king making snarky jokes while fighting because he can’t provide for his people.
This latest version is a guy who makes snarky comments while people die trying to get beer. This is the Dilly Dilly Extended Universe, and it can get worse. We can have the Dilly Dilly Lord in modern times, learning how to skateboard, and we can have the Dilly Dilly ancestor as a caveman, teaching his cavemates how to say “Dilly Dilly.” There are so many directions for Dilly Dilly to go, and none of them have to be interesting.
None of them will be as interesting as the first few, which were as simple as a catchphrase and a king who couldn’t get enough semi-fermented seltzer water. That was gold. This is all gold alloy, and I’m not sure if there will be a return on the investment.
As an aside, I actually did start to write that oral history of Dilly Dilly.
It’s probably a good thing that I didn’t have time to finish it.
Is this commercial worth $15.4 million (and counting)?
You tell me, person who googled “dilly dilly.” You tell me.
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