AgencyWieden & Kennedy
The phrase "Dilly dilly" became something of a pop culture phenomenon in the US thanks to a Bud Light ad, and now the brand is trying to create the same effect in the UK.
The medieval-themed spot by Wieden & Kennedy has been adapted for this market and premiered during the Manchester City vs. Chelsea game on Sky Sports on 4 March. It shows friends of a royal family presenting gifts to the king and queen, while the crowd says "Dilly dilly!" (a new form of "cheers") as each guest offers up Bud Light. One unfortunate friend offers a spiced honey mead wine instead and is promptly banished to the pit of misery. The campaign will run across TV, outdoor, print, PR, digital and social media to reach a wide portion of UK adults.