How Do You Turn an Ad Into a Meme? Two Words: Dilly Dilly<br />It’s much harder today to break through and to connect with that consumer base out there because of all of the multiple options they’re exposed to.”<br />Still, the fact that Bud Light invests in big-ticket live television events — namely major football<br />games — offered “dilly dilly” a better chance at viral success, Mr. Henderson said.<br />Brandon Henderson, a creative director at Wieden & Kennedy, said he realized the phrase might take<br />off when he saw a student write it on a sign in the background of ESPN’s “College GameDay.”<br />F John Parker, another creative director, said he thought he had heard something familiar when<br />he was watching a fourth-quarter play of a “Thursday Night Football” game in November.<br />The king names each person a “friend of the crown,” then leads the banquet hall in a call-and-response toast in which they all repeat “dilly dilly.” When a man instead smugly presents “a spiced honey mead wine<br />that I have really been into lately,” he is shuffled off to the “pit of misery.”<br />The implication is that Bud Light is for you and all of your friends; fancy craft beer is only for yourself.<br />In 1995, a nation was rapt as three frogs croaked the syllables in “Budweiser.” Four years later, Budweiser<br />prompted countless television viewers to wag their tongues and ask their friends, “Whassup?”<br />Since then, the list of commercial catchphrases to earn a cultural foothold has been short.<br />“Consumers today have so many more options and things to occupy their time,” said Andy Goeler, Bud Light’s vice president of marketing.
