As CD of the Bud Light account at Laundry Service, I need to formally apologize for the viral success of the phrase “Dilly Dilly” in 2017.

Our friends at W+K did an incredible job making some TV spots that really stuck. But we blew out an entire social campaign that made these two words the stickiest phrase of the year. And for that, I am truly sorry. I am well aware of how inescapable it became.

The original glue that made it stick was a single tweet at the beginning of the NFL season, in which we made a bet with Philadelphia Eagle’s Tackle Lane Johnson: Win the Super Bowl and Bud Light will pick up the bar tab for all of Philadelphia.

What followed was a viral sensation nobody could have predicted.

Role: Creative Director
Agency: Laundry Service
Partner: Wieden+Kennedy NY

Awards: Silver Cannes Lion, Silver Clio