Tuesday Wake-Up Call: Playboy Might Ax Its Magazine. Plus, the Success of Bud Light's 'Dilly Dilly'
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Dilly dilly
The New York Times delves into Bud Light’s “Game of Thrones”-inspired campaign and its nonsensical medieval-sounding catchphrase, “dilly dilly.” Bud Light’s VP of marketing told The Times he considers “dilly dilly” more popular than past Budweiser campaigns that influenced the zeitgeist the croaking frogs of 1995, and the “Whassup?” campaign that debuted in 1999. The Times says Wieden & Kennedy’s Alex Ledford, a senior copywriter, and N. J. Placentra, a senior art director “were trying several nonsense phrases when one uttered ‘dilly dilly,’ and it made them laugh.” The Times never quite explains what made the catchphrase take off. But here’s a theory: Maybe, in these strange and complicated times, people just need something silly and medieval to laugh about. ICYM, read more about the campaign (including its Super Bowl plans) from Ad Age’s E.J. Schultz.
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