Press release
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february 04, 2018 - Anheuser Busch
Bud Light Brings “Dilly Dilly” Hero to the Big Screen in Final Chapter of Super Bowl Trilogy for Super Bowl LII
FEBRUARY 2, 2018
America’s Favorite Light Lager Goes to Battle for 90-Seconds in First-Half of the Big Game
NEW YORK, Feb. 1, 2018 – Hear ye, hear ye! Today, #budlight, America’s favorite light lager and the Official Beer of the NFL, unveiled “Bud Knight,” the newest commercial in the brand’s wildly popular “Dilly Dilly” universe. The new spot along with the previously released “Ye Olde Pep Talk” will take the biggest stage in the country for 90 seconds this weekend during #superbowl LII. “Bud Knight” is the final chapter of the brand’s epic #dillydillytrilogy, slated to air in the second quarter of the largest televised #event in history (and throughout the Kingdom) each year.
What has quickly become a pop culture phenomenon and one of the most culturally relevant and iconic phrases amongst athletes, celebrities, and consumers worldwide, “Dilly Dilly” debuted in August 2017 with Bud Light’s “Banquet” commercial. Additional spots were released in the months to follow ultimately culminating with Chapter One of the #dillydillytrilogy “Wizard.” In the spot, the #wizard, who under the King’s command, humorously transforms nearly everything in the royal hall into #budlight. Chapter Two of the Trilogy, “Ye Olde Pep Talk,” aired during both the AFC and NFC Championship games in the run up to the #superbowl, and found the King offering words of encouragement to his loyal (but thirsty) subjects as they approached the fight of their lives: a battle for more #budlight, leading to a teaser for the heroic debut of the one and only #budknight.
“Bud Knight” picks-up immediately after the cliffhanger of “Ye Olde Pep Talk,” — finding the King and his brave army on the field of battle facing insurmountable odds (as well as fighting for the last stack of #budlight 12-packs that are just within sight). In true epic fashion, #budknight, arrives in the second quarter of the game, just when the townspeople think they are defeated...only to discover he’s only passing through on his way to purchase some #budlight of his own for a friend’s party.
“Humor and friendship is at the core of what #budlight and beer drinking is all about - and that’s why ‘Dilly Dilly’ has been such a great success. Bringing ‘Dilly Dilly’ to the #superbowl - one of the biggest nights for friends and family - was a no-brainer,” said Andy Goeler, vice president of marketing, #budlight. “The final chapter of our #budlight ‘Dilly Dilly’ trilogy is definitely an epic one, but stay tuned for more from #budlight and the Dilly Dilly universe in 2018.”
"Ye Olde Pep Talk" and “Bud Knight” details:
● “Ye Olde Pep Talk” - :30 commercial; airing 1st Quarter
● “Bud Knight” - :60 commercial; airing 2nd Quarter
● Directed by #jimjenkins, who also directed all “Dilly Dilly” spots including, “Banquet”, “Pit of Misery”, “Handouts”, and “Wizard.”
● Filmed in #tekuiti, New Zealand
● Created by Wieden + Kennedy
To learn more about #budlight go to www.budlight.com or follow #budlight on Facebook at Facebook.com/BudLight, on Twitter at @BudLight and on Instagram at @BudLight.
About Bud Light
Introduced in 1982, #budlight is a premium light lager with a superior drinkability that has made it the best-selling and most popular beer in the United States. #budlight is brewed using a blend of premium aroma hop varieties, both American-grown and imported, and a combination of barley malts and rice. The light-bodied beer features a fresh, clean and subtle hop aroma, delicate malt sweetness and a crisp finish that delivers the ultimate refreshment. For more information, visit www.BudLight.com.
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