Companies around the world often try to come up with marketing campaigns that will become viral, even if they weren’t meant to be. The campaign that immediately comes to mind is the Bud Light “Dilly Dilly” commercials. These commercials became popular during the Fall/Winter of 2017, and all began with the “Banquet” commercial below.
After watching that, you may be wondering, what does “Dilly Dilly” mean? Below, I talk about what it means and how the phrase came about.
What Does “Dilly Dilly” Mean?
Really, “Dilly Dilly” wasn’t intentionally meant to mean anything. Bud Light was just trying to make an entertaining ad, and thought a fun phrase would help with that.
In general, the word “Dilly” is defined as: “An excellent example of a particular type of person or thing.”
The definition of “Dilly” doesn’t completely make sense when applied to the Bud Light “Dilly Dilly” commercials. If you just interpret the phrase, solely based on the commercials, it means to show approval of an action, or can be used as a cheer.
How Did The Bud Light “Dilly Dilly” Phrase Come About?
From watching the multiple “Dilly Dilly” commercials and Super Bowl spots, it’s clear that Bud Light got inspiration from the phrase, “Hear, Hear.” One of the phrase’s creators, N.J. Placentra, even said himself that they needed a phrase “like ‘huzzah’ but not actually ‘huzzah’.”
The phrase was only intended to be said once in the original 45-second commercial. It ended up being said a total of seven times (I counted). After the commercial aired, it became an online sensation!
Since the emergence of the first Bud Light “Dilly Dilly” commercial, there has been 15+ ads using the phrase. It has also been used by many on the popular mobile game, HQ Trivia, and used to create funny memes and merchandise!
Honestly, it’s surprising how phrases created for marketing purposes, like “Dilly Dilly”, become viral overnight. It’s even a surprise to the creators themselves, most of the time. The fans are ultimately the ones who decide what goes viral online and what doesn’t.
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