Bud Light Marches Into the Super Bowl With Its Biggest ‘Dilly Dilly’ Ad Yet

Plus, client and agency look back on a catchphrase that caught fire

The Bud Knight became an unexpected star for the brand. Bud Light

Super Bowl advertising is often about going big, and Bud Light does so literally with its latest “Dilly Dilly” spot, a 60-second ad that broke online Thursday and will air in the second quarter of Sunday’s Super Bowl LII on NBC.

@nudd Tim Nudd is a former creative editor of Adweek.