Bud Light “Dilly Dilly”

Sometimes it just works, but you can never really guarantee it. Sometimes a brand puts a piece of creative out there and it hits pop culture status. Sometimes. But you can never really guarantee it.

Bud Light is certainly enjoying some of that magic this very moment, that’s for sure.

Dilly Dilly!

“Dilly Dilly” has become a “thing,” running seemingly nonstop through NFL and college football games. We’re seeing memes and t-shirts and posts all over the place. Aside from sheer exposure, why has it caught on so much? Maybe it’s the Game of Thrones feel? Maybe. But what does “Dilly Dilly” mean? Is there something hidden from history?

Maybe one of the sequels will help us to figure it out...


Turns out that it doesn’t really mean anything at all, and that’s pretty fabulous. In these turbulent times, perhaps it’s ok just to have something fun out there. Not everything has to be so deep and meaningful and controversial.

And perhaps that’s exactly why it’s become such a part of pop culture so quickly this fall.

Looks like we might be seeing a bit of “Dilly Dilly” in the Super Bowl too...

Just plain fun. What’s your experience? JIM.