An
occasional series looking at ads of the moment.
Bud
Light - “Dilly, Dilly”
The best thing for an ad
campaign is that it contains a slogan or saying that sticks in people’s heads
yet this can also be the worst thing if they don’t actually remember what the
advert is for! Bud Light’s latest may be destined for such a fate as it’s tagline
is much more prominent on the advert than the product. Though American Bud
Light- a sort of weaker version of Bud – seems aimed at European markets with
its medieval theme showing a banquet at which people bring gifts for the King
in the form of packs of Bud Light. The King accepts these with a call of
“dilly, dilly” which is then repeated by the assembled. However one man brings
“honeymead” beer that he likes for which he is dispensed to the “pit of
misery”. The campaign was created by the Wieden + Kennedy ad agency and launched
last August to coincide with the season finale of Game of Thrones and there’s a second ad, not yet seen in the UK,
that follows up the story in the Pit. A third ad set on a battlefield debuted
at the Superbowl last month.
