How on earth was Bud Light going to make another ad on the long-running Dilly Dilly campaign Super Bowl splendid?
Wieden+ Kennedy did it.
During the second quarter of the game, Game of Thrones invaded Dilly Dilly.
The Super Bowl spot begins as a classic Bud Light Super Bowl commercial featuring the King, Bud Knight and memorable script inclusions such as the king’s announcement that he doesn’t have the plague any more. But then, Game of Thrones character, the Mountain (Hafþór Júlíus Björnsson), makes a surprise appearance, defeating the defender of the Dilly Dilly kingdom in a jousting contest. Chaos reigns (actually fire rains and reigns) and the story is left unfinished – in advance of “one of the most anticipated grand finales in the history of television”. [That’s GOT’s finale and they’re Droga5’s words.]
Wieden+Kennedy, collaborated with HBO and Droga5 on the 60-second spot, Joust. Production on the ad reunited more than twenty-five people from the Game of Thrones crew under the direction of David Nutter, the man who orchestrated the infamous The Red Wedding episode among others, and the collaboration of showrunners David Benioff and D.B. Weiss. The first half of the spot was under the direction of Bud Light’s Spencer Riviera, who previously directed creative within the Bud Light medieval universe.
“To kick off the next phase of its #ForTheThrone campaign, which asks fans, celebs and brands what they would do #ForTheThrone in celebration of the series’ final season (debuting April 14), HBO was looking for a stage and brand partner that could stand up to the powerhouse the show has become,” Droga5 explained.
“Bud Light, known for delivering iconic Super Bowl commercials, was the top choice and jumped on board immediately.”
David Droga, founder and creative chairman, Droga5, noted, “When we first suggested to HBO that we wanted the Mountain to kill the Bud Knight, as though he was a potential threat to the throne, we were sure we would be laughed out of the room. But their appetite was as bold as ours, if not bolder. After many stealthy conversations, not only was Bud Light game but so were our great rivals and friends, Wieden+Kennedy. Two phenomenal show runners; two huge, powerful clients; two proud, strong creative agencies and two celebrated directors—all working in harmony. Unheard of on so many levels. But it does prove great stories can bring anyone together, and, in this case, it validates the simple truth of our line: For the Throne.”
Brandon Henderson, creative director, Wieden+Kennedy New York, added, “Once the Dilly Dilly campaign started taking off and we realised we had a long-lasting campaign in the medieval world, it became a dream of ours to team up with Game of Thrones. So, when someone brought us the pitch deck, my creative partner, John Parker, and I were really excited by it. The opportunity to have our kingdom become a part of the Game of Thrones world was already amazing but showing that on the biggest stage on earth? We couldn’t ask for anything more. We’re both avid Thrones watchers, so we knew that whatever we made needed to ultimately be satisfying for GOT’s fans. But the first half of the spot needed to live fully in our world. It was a challenge, but we love where we ended up.’
The full global campaign will unfold over the next couple of months leading into the final season of Game of Thrones. It will include social stunts, experiential, pro-social and international activations, brand partnerships and more.
An extended version was revealed online at the same time as the 60-second Super Bowl spot ran. It contains additional Easter eggs for fans of the show.
https://youtu.be/QoLiRI5swVk
David Nutter, GOT director, commented,“Directing this epic jousting match in Spain was the perfect capper to my Game of Thrones experience. Bud Light, the Mountain, and a dragon — a holy trinity of epic-ness! “Dilly, dilly” indeed!”
Chris Spadaccini, HBO head of marketing, added, “Given the high stakes, we needed to create an unforgettable moment that would spark a ton of conversation. We were looking for a brand partner that would be willing to make a bold sacrifice ‘for the throne,’ and we were thrilled when Bud Light answered the call. Together, we created a very meta campaign with a Thrones-worthy twist that is sure to delight fans of both brands.”
Credits:
Client: HBO / Game of Thrones
Client: Bud Light (AB InBev)
Creative Agency (HBO / Game of Thrones): Droga5
Creative Agency (Bud Light): Wieden+Kennedy
Director (HBO / Game of Thrones): David Nutter
Director (Bud Light): Spencer Riviera
Production Company: O Positive
Editorial: Arcade
VFX: Pixomondo & The Mill
Sound Design: Jafbox Sound * Eargasm Inc
Music: David Klotz @ Walker Music
Mix: Sound Lounge
