Bud Light and HBO’s “Game of Thrones” partnered for this Super Bowl ad.
“Dilly Dilly!” is the rallying cry for this dramatic spot, which shows the Bud Knight being brutally knocked off his horse by a masked opponent before the fire-breathing dragon from “Game of Thrones” obliterates ye old jousting grounds—and it was all to promote the hit show’s final season, set to air on April 14.
This cross-promotional spot for Bud Light and “Game of Thrones” was jointly created by Wieden & Kennedy and Droga5, which represent the Anheuser-Busch InBev brand and HBO, respectively. It was also the only one of Bud Light’s four Super Bowl ads to abstain from mentioning corn syrup.
While “Joust” is the last we see of the Bud Knight during Super Bowl LIII, death isn’t forever in AB InBev’s medieval world—with the help of a wizard and a few spells, he is resurrected in another Bud Light ad two months later.
The Bud Knight (or rather, the actor that’s supposed to play him) also makes a cameo in a spoof MillerCoors ad that aired in March, part of a brand war that escalated following AB InBev’s anti-corn syrup Super Bowl campaign. In it, the actors from the “Joust” spot are shown wrapping filming… and quickly grabbing cans of Miller Lite from the hospitality tent on set.
BRANDS: Bud Light and Game of Thrones
SUPER BOWL: LIII