Two years is a long time to keep something as silly as Dilly Dilly alive, but – true to form – Wieden + Kennedy did it, until this year’s Super Bowl when Bud Light, W+K and Droga5 (HBO’s creative agency) killed off its hero, Bud Knight, in a spectacular HBO Game of Thrones tie-in.

But they didn’t.

Bud Knight is back in another Game of Thrones TVC set that launched during the NCAA Final Four tournament.

This time, in a parody of the GOT scene in which Jon Snow’s character comes back to life, Bud Light’s medieval healer resurrects the Bud Knight using an incantation consisting of the names of Italian pasta varieties. When you’ve created a series with millions of fans, you can’t just end it. if it follows the TV series “formula” though, its episodes will get worse and worse until only the die-hards cling to the story.

Let’s see if W+K can break the pattern.

https://youtu.be/YnoulvE58W8

Credits:

Agency: W+K New York
Executive Creative Director: Karl Lieberman
Creative Directors: Brandon Henderson, John Parker
Copywriter: Jessica Ghersi
Art Director: Kevin Kaminishi
Head of Integrated Production: Nick Setounski
Executive Producer: Temma Shoaf
Producer: Alexey Novikov
Strategy: Brian Ritter & Sophie Novick
Account Management: Brandon Pracht, Alex Scaros, Marlee Caine, Lauren Wilson & Greg Hascoe
Project Manager: Bruce Fields
Head of Business Affairs: Patrick O’Donoghue
Senior Business Manager: Justine Lowe

Production Company: O Positive
Director: Jim Jenkins
Director of Photography: Trent Opaloch
Executive Producer: Marc Grill

Editing: Arcade Edit
Executive Producer: Sila Soyer
Producer: Andrew Cravotta
Editor: Dave Anderson

VFX Company: The Mill
Creative Director: Nathan Kane
Shoot Supervisor: James Mulholland
2-D Lead Artist Kshitij Khanna
3-D Lead Artist: James Mulholland
Executive Producer: Andrew Sommerville
Senior Producers: Clairellen Wallin & Luis Martin

Grade: Tim Masick  @ Company 3
Mix: Tom Jucarone  @ Sound Lounge
Music: Walker Music

Client: Bud Light
Client Management: Andy Goeler

Bud Light’s dilly dilly cease-and-desist makes a competitor famous

Super Bowl: Droga5, W+K, HBO and Bud Light get together for a Super Bowl spectacular