Was there ever any question whether there would be a new “Dilly Dilly” commercial airing on Super Bowl Sunday?
Even if it’s bad form to answer one’s own rhetorical question, no. No there was not.
Friends of the crown have received an advance copy of what Bud Light says will be the first of not one, not two, but an epic trilogy of Super Bowl “Dilly Dilly” ads.
Instead of more bashing on Doug, the honeymeade wine drinker banished to the Pit of Misery in the first “Dilly Dilly” episode and unpopular when he got there in the second, Bud Light unleashes a new character into the medieval universe: the king’s wizard.
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In fact, the commercial is titled “Wizard,” and will air for the first time on Christmas afternoon when the Pittsburgh Steelers play the Houston Texans on NBC. “Dilly Dilly” fanatics will have to wait for Super Bowl LII, which will be played Feb. 4 in Minneapolis, for the next two.
Earlier this month, Bud Light gave a pair of tickets to said Super Bowl as part of a medieval cease-and-desist notification to a Minneapolis craft brewery that had the gumption to name one of its beers after the catchphrase.
In the new spot, the king, with a singular focus on beer, never ceases to be amazed by the wizard’s ability to point his staff and magically turn objects into 12-packs of Bud Light.
“You know, Your Highness, I can do other things,” the wizard tells the king, risking royal consternation and a tour of the Pit of Misery for himself. “I can put a curse on your enemies. I can make you immortal.”
“Yea, no, just the Bud Light thing,” the king replies. Then, the internet’s favorite “Dilly Dilly” meme, this guy, makes a much-anticipated return to the series.
The wizard is one of several new characters who will be introduced in the Super Bowl Trilogy. Besides, all “great fantasy franchises” have a trilogy, Bud Light said in an email.
“When people are using the campaign as a ‘cheers’ among friends or putting ‘Dilly Dilly’ holiday lights on their lawn, we know that we’re onto something really cool,” Bud Light’s vice president Andy Goeler told AdWeek.
Individual 30-second Super Bowl ads have skyrocketed in price since 2007, according to Kantar data cited by Variety, up to $4.8 million in 2016 from $2.39 million.