Dilly Dilly  "Dilly Dilly" is a phrase popularized in late 2017 by a television marketing campaign in North America by the Wieden+Kennedy advertising agency for Anheuser-Busch Inbev's Bud Light beer. The campaign launched in August 2017 with the ad titled "Banquet" which was set in medieval times. It became a catchphrase and resulted in increased sales, the production of further Bud Light ads broadcast during the American football playoffs and Super Bowl LII, and the popularizing of the phrase the "Pit of Misery" as well as characters such as the Bud Light King and the Bud Knight. Prior to the marketing ad, "dilly dilly" had been used as a recurring phrase and cadence in a 1700s nursery rhyme called "Lavender's Blue". Dictionary.com has defined the word "dilly" as "delightful" or "delicious". In 1985 the progressive rock band Marrillion released the song Lavender which references the nursery rhyme  The phrase was coined by Wieden+Kennedy art director N.J. Placentra and copywriter Alex Ledford while they were brainstorming ideas for a Bud Light commercial titled "Banquet". The phrase is used as a toast, much like "hear, hear" and "huzzah". Placentra said that “it can also work as a greeting, a nod of approval, expression of gratitude, etc.” It was intended as a placeholder until something better came up. InBev chief marketing officer Miguel Patricio said in an interview at Business Insider's IGNITION conference that the phrase "doesn't mean anything. That's the beauty of it. I think that we all need our moments of nonsense and fun." "Banquet" was filmed at a church in Manhattan, New York City. It began running in August 2017. Wieden+Kennedy wanted to do something timed with the "Game of Thrones" season finale. The story was set in medieval times, where subjects present gifts to the king and queen. As each one brings more cases of Bud Light, the king (portrayed by actor John Hoogenakker) expresses his approval with a toast. But when a visitor presents a "spiced honey mead wine", the king is offended, and banishes the visitor to the Pit of Misery. The "Dilly Dilly" phrase was originally intended to be spoken once, but after the client approved of the ad, their production director Jim Jenkins suggested using it more often.