With the premiere of this ad, Bud Light will have released a total of seven commercials focused on the king who values beer above all else. In addition to those commercials, there were online-only promotions specific to each of the teams that made it to the NFL's conference championships, "Dilly Dilly" prop bets, a Bud Knight appearance on The Today Show, and a fanbase who has taken "Philly Philly" as their own. (Well, that, dog masks, and climbing lubed-up light poles).
It's safe to say that if you felt the phrase was inescapable during the NFL's regular season, you might be surprised how many more times you'll hear it in the days surrounding the Super Bowl. That's especially true if you count instances of "Philly Philly" or Dietz & Watson's obvious troll of the ads, "Deli Deli." Not to mention the moment when a huge crowd of people chanted "Dilly Dilly" shortly after Punxsutawney Phil revealed his winter forecast at the official Groundhog Day celebration ceremony -- of all places. Oh, and just when you thought "Dilly Dilly" couldn't spill over into our culture any further, Bud Light execs and costumed actors from the commercials took over the New York Stock Exchange and yelled the phrase from the institution's iconic balcony at The Closing Bell on Friday. They even brought beer and prop swords. Really. That happened in real life.
All said, it looks like -- for better or worse -- we have finally reached peak "Dilly Dilly." If you love the catchphrase, soak it in while you can. It's the end of football season and probably the end of "Dilly Dilly" commercials, for now. The trilogy has come to an end, but Bud Light has stopped short of saying that this is the end of "Dilly Dilly" altogether. If people are still saying it next season, don't be surprised if the king, the wizard, the weird guy with the bowl cut, and his knights of the round dilly bring the realm back to your realm.