Ad Meter: Bud Light finishes off ad trilogy with a knight in shining armor

Bud Light will air two ads during the Super Bowl. The first one, which will run in the first quarter, you may have already seen. “Ye Old Pep Talk” is a 30-second cliffhanger that ends with a made-up medieval kingdom on the brink of an epic Game of Thrones-style battle.

The new one, a 60-second number that will run in the second quarter, picks up with the battle at hand. And it introduces a literal knight in shining armor — Bud Knight. Does he save the day? Well, don’t dilly-dally. Watch for yourself.

This ad is the last of a Bud Light trilogy. The first, titled “Wizard,” starred a sorcerer who turned random objects of the realm into 12-packs. Then, during the NFL’s conference final games two weeks ago, came the cliffhanger ad that ends with the battle looming. That’s the one that will repeated in Sunday’s first quarter, setting up the suspense for the second-quarter spot.

"Dilly Dilly” — a toast and a battle cry and more — emerged as a national catchphrase last summer after the first such ad came out.

 "The final chapter of our Bud Light ‘Dilly Dilly’ trilogy is definitely an epic one,” Andy Goeler, the brand’s vice president of marketing, said in a statement, “but stay tuned for more Bud Light and the Dilly Dilly universe in 2018.”

The brand says there are more than 1 million searches of “Dilly Dilly” on Google each month. It says the phrase has been mentioned more than a half-million times on social media since the campaign launched. And it says that Bud Light has owned 23 percent of social-media mentions in the beer category since the launch of, well, you know.