Bud Light’s “Dilly Dilly” commercials returned for this year’s Super Bowl with their Game of Thrones-esque theme. Hints of the Game of Thrones theme song played in the background as Bud Knight battles The Mountain (Hafþór Júlíus Björnsson) in a jousting match. It is a violent end for the knight, as the Mountain knocks him off the horse and gouges his eye. However, in a belated deus ex machina, a dragon obliterates the entire tournament.
Many have been pondering the meaning of the term “dilly dilly” that is often repeated and has come to characterize these commercials. Some have thought that it refers to “an excellent example of a particular type of person or thing,” as defined by the Oxford English Dictionary. Still others have defined it as something that “comes from an obsolete adjective meaning ‘delightful'” (Merriam Webster). However, none of these definitions are true, according to Andy Goeler, Vice President of Bud Light. Goeler told reporters in an interview that “The phrase has taken on a life and a meaning of its own, thanks to fans of the commercials — and we’re more than happy to just be along for the ride.” Miguel Patricio, Chief Marketing Officer of Anheuser-Busch InBev, added that “‘Dilly Dilly’ doesn’t mean anything. That’s the beauty of it. I think that we all need our moments of nonsense and fun.”
To create these commercials, Bud Light visionaries Wieden+Kennedy collaborated with HBO and Droga5. David Nutter, who directed Game of Thrones, directed the commercial as well as Spencer Riviera, director of other Bud Light commercials in the “Dilly Dilly” medieval world.
Concerning the actual Game of Thrones series, the eighth and last season will premiere April 14th. The last series ended with Westeros on the verge of the largest battle, combining the powers of Jon Snow (Kit Harington), Daenerys Targaryen (Emilia Clarke), Tyrion Lannister (Peter Dinklage) among others to fight off the Army of the Dead.