It's been months since it first hit airwaves, but Bud Light's "Dilly Dilly" commercials are increasingly pervasive. The utterly ridiculous series of commercials have had some staying power. (There are now four of them after a new one titled "Wizard" premieres on December 25. Get a preview of the new spot at the top of the page.) Many see it and wonder what "dilly dilly" means, but that hasn't stopped it from taking on a life outside the commercials with craft breweries riffing on it, clothing, and even a "Dilly Dilly" Christmas light display.
"After we launched 'Banquet' [the first commercial] we began to see sports fans, media, wedding guests and people all over social media using the phrase organically on their own," Andy Goeler, VP of Bud Light, tells Thrillist, "with signs on College Gameday, tweets, on-air broadcast mentions, and even Ben Roethlisberger of the Pittsburgh Steelers calling a 'Dilly Dilly' audible."
Despite its ubiquity, it might not surprise you something this ridiculous almost didn't make it to air.
"To tell you the truth, we never expected this to be so successful," Miguel Patricio, Chief Marketing Officer at Anheuser-Busch InBev, told Business Insider at the recent IGNITION conference. "It didn't test that well. We did that ad, actually, because of -- the new season of 'Game of Thrones' coming, but when we tested, it didn't test that well."