Bud Light - Ye Olde Pep Talk

February 04, 2018 | :30

This isn't a completely new-for-the-Super-Bowl ad, but rather a cut-down of a 45-second version that had been airing already.  But in this case it's part of a trilogy that would be completed later in the game with "Bud Knight," a brand-new spot, so maybe exposure to the set-up helped the finale land more of a punch.

The three ads, including the two in the game on Super Bowl Sunday, were part of Bud Light's young medieval campaign ("catchphrase "dilly dilly!) created by Wieden & Kennedy New York.  

While the spot marked the end of the three-part series, Bud Light planned to keep the momentum going on the effort, which began in late August. "We'll continue with the storylines," Bud Light brand VP Andy Goeler told Ad Age. "There are a lot of areas to continue to explore in this whole medieval world."

Wieden & Kennedy was named Ad Age's Agency of the Year partly for its Bud Light work, which returned Bud Light to the pop-culture zeitgeist with 1.1 million monthly Google searches of "dilly dilly." It hadn't spurred sales in those early months, but the campaign seemed to have the elements of a sustainable marketing platform.

A year earlier, Bud Light was in the Super Bowl with Wieden & Kennedy's "Ghost Spuds," a one-off play on the 30th anniversary of Spuds Mackenzie's Super Bowl breakthrough. In 2016, it brought a politically-themed campaign to the game ("Bud Light Party").

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  • BrandBud Light
  • Year2018
  • AgencyWieden & Kennedy
  • Superbowl #LII
  • Quarter airedQ1