LibraryNowOriginsOddsMechanicsMCP

Kinds

Campaign380Product91Food & drink27App & software56Film24Series24Music60Game115Book22Creator moment54Meme & format109Trend & aesthetic38Activity58Moment89
PricingPrivacyTermsRefundsPress
Library/Campaign/Dilly Dilly
Grade B27 sourcesHIS-00119

Dilly Dilly

Campaign · 2017 · Notable

Made by Wieden+Kennedy New York · Source

49Editable slideCertificate

An awards case film claimed over 4 billion earned media impressions for Bud Light’s toast.

Original · re-upload by Advertising TV
A medieval king toasted guests bringing Bud Light and banished a guest bringing mead.
Advertising TV on YouTube
The king and queen received a guest at the medieval Bud Light banquet.
Bud Light / Wieden+Kennedy
2018 Super Bowl advertising: By the numbers
Kantar

Spread Score

How it works
Reach63Contagion45Breadth80Velocity0Longevity3449

Numbers

Earned media impressions (awards film claim; undated)
4B
Self-reported · Cannes Lions / Wieden+Kennedy
Peak date
Week of Dec 1, 2017
Aug 2017 to Week of Dec 1, 2017
Platforms
9
Started on TV
Origin
Mixed
Food & beverage

Mechanics

  • CatchphrasePrimary
  • Platform jump
  • Press loop
  • Pairing
  • Real-world spectacle

How it spread

Trace the origin

Bud Light’s TV toast became a sports meme and a beer name. A filmed town-crier reply drove a reported conversation peak. Paid sequels followed; AB InBev still reported Bud Light losing US market share in 2017.

Dates use the stated precision; chart positions are date anchors.

Wikipedia viewsJul ’17SepNovDecFeb ’18JunOctFeb ’19MayOctFeb ’20PeakTVPressFacebookYouTubeRedditXRetailOpen webSnapchat
TVPressFacebookYouTubeRedditXRetailOpen webSnapchat

14 more events on this chart

Join free to see them

Timeline (17)

  1. August 2017

    Bud Light seed · Aug 2017

    Bud Light introduced the toast in its medieval Banquet television commercial.[1][2]

    A medieval king toasted guests bringing Bud Light and banished a guest bringing mead.
    Open the first post ↗

  2. MediaPost press · Aug 28 ’17

    MediaPost covered the debut of Banquet in Bud Light’s Famous Among Friends campaign.[3]

  3. September 2017

    OKC Thunder Memes platform jump · Sep 26 ’17

    OKC Thunder Memes posted a Dilly Dilly image macro about its players.[4]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 25 sources · Score 47
Origin
Mixed
Sector
Food & beverage
Region
US
Earned media impressions (awards film claim; undated)
4B
Self-reported · Cannes Lions / Wieden+Kennedy
Evidence
Grade B

Spread the same way

Instacart: For Papa!

YouTube · 2026

50
Spike Jonze’s extended Instacart musical with Ben Stiller and Benson Boone competing over banana ripeness.

22B impressions

Cybertruck vs Porsche Drag Race

X · 2023

44
Feat of Strength 3: Cyberbeast (0-60 in 2.6s)

73.8M impressions

We Trust Leon

YouTube · 2026

40
Porsche x Resident Evil Requiem: We Trust Leon.

3.9M views

The North Face helicopter jacket delivery

TikTok · 2023

38
Replying to @Timbrodini We were busy express delivering @Jenn her jacket at the top of mountain. Thanks for the help Jossi!

20.7M impressions

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

Join free
Log inJoin free
· Source
Wikipedia viewsJul ’17SepNovDecFeb ’18JunOctFeb ’19MayOctFeb ’20PeakTVPressFacebookYouTubeRedditXRetailOpen webSnapchat
TVPressFacebookYouTubeRedditXRetailOpen webSnapchat

14 more events on this chart

Join free to see them

  1. August 2017

    Bud Light seed · Aug 2017

    Bud Light introduced the toast in its medieval Banquet television commercial.[1][2]

    A medieval king toasted guests bringing Bud Light and banished a guest bringing mead.
    Open the first post ↗

  2. MediaPost press · Aug 28 ’17

    MediaPost covered the debut of Banquet in Bud Light’s Famous Among Friends campaign.[3]

  3. September 2017

    OKC Thunder Memes platform jump · Sep 26 ’17

    OKC Thunder Memes posted a Dilly Dilly image macro about its players.[4]

  1. owner response · Oct 12 ’17

  2. platform jump · Oct 14 ’17

Join free to see the other 14 events and the full chart. Free, on every case.

Join free

Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 11 sourced numbers and 27 sources. Start with a free account.

Join freeGo Pro