Phil & Mel In The Afternoon

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You’ve heard it, seen it, and maybe even said it yourself…”Dilly Dilly!” Bud Light’s ad campaign has swept the nation with its Game of Thrones imagery and enigmatic catchphrase.

It’s a good bet that we’ll hear “Dilly Dilly” a lot more during this Sunday’s Super Bowl broadcast, and those commercials don’t come cheap. With that kind of an investment, “Dilly Dilly” must mean something very important, right? For that answer, we should hear from the man responsible for the phenomenon, Miguel Patricio, Chief Marketing Officer for Anheuser-Busch InBev:

There you have it. “Dilly Dilly” is just silly silly. It’s no more profound than “Wazzup,” which also came from Anheuser-Busch. They sure have a way with words, don’t they?