The objectives for Bud Light while advertising at the Superbowl were first trying to get people’s focus back on Bud Light and secondly, getting the product into the hands of customers.<\/p>\n\n\n\n
Art director NJ Placentra and copywriter Alex Ledford, both of the Wieden + Kennedy New York, were brainstorming concepts for a Bud Light commercial. They wanted to do something in conjunction with the season finale of Game of Thrones.<\/p>\n\n\n\n
They got a parody ready called “Banquet”. One by one, the subjects bearing gifts make their way to the monarch. All offer the king cases of Bud Light, which he accepts. It seems that the king’s guests are following suit, with one exception of one who offers \u201ca spiced honey mead wine that I\u2019ve really been into lately.\u201d The king banishes him to the \u201cpit of misery.\u201d<\/p>\n\n\n\n
Placentra and Ledford needed the king to say something \u201clike \u2018huzzah\u2019 but not actually \u2018huzzah\u2019 \u201c when approving gifts. Alex said \u2018Dilly Dilly\u2019 and Placentra laughed, so they put it in there thinking we could always come up with something else later if the client liked the script.\u201d<\/p>\n\n\n\n
To Placentra’s surprise, the client loved the phrase. The director Jim Jenkins suggested using “Dilly Dilly” numerous times instead of just once as originally suggested.<\/p>\n\n\n\n
“Banquet” was filmed at a church in Manhattan, New York City.<\/p>\n\n\n\n