Now that we’ve witnessed Super Bowl Dull it’s time to dive back into the important things in life. Like - deciding what the best ad during the Super Bowl was!
Lots of people seem to have their opinions, of course. The folks over at Yahoo News seem to think it was the NFL 100. Which is a delightful ad putting together NFL super stars, old and new. And I like the commercial quite a bit. It’s funny. It’s fast paced. And it’s not too long (because I think this bit could wear itself out if it were say, several minutes long). Of course, it is an ad about football. During a football game. Which is a little silly, but whatever.
The folks over at CBS Sports really like the Bumble Serena Williams spot. It’s a socially aware female empowerment type commercial which goes really well with their brand messaging. For those that don’t know, Bumble is a dating app where women must make the first move / send the first message. Which is designed to cut out a lot of the crazy, toxic things that men send to women (usually, unsolicited). The commercial is well done, just not my favorite.
CNN went with the (perhaps, obvious) Bud Light/ Game of Thrones mash up. Continuing their charming “Dilly, dilly” line up, Bud Light knocks it out of the park with this one. “I don’t have the plague, anymore” is probably my favorite line from a commercial in a while.
There was lots of love for the Hyundai / Jason Bateman commercial, which I thought was pretty clever. There was equal amounts love/shade thrown around for the Change Up the Usual ad for Stella Artois which put together Carrie Bradshaw (SJP from Sex and the City) and “The Dude (Jeff Bridges from The Big Lebowski). People seem to love it or REALLY HATE it. I kind of liked it.
There was the Michael Bublé / Bubly commercial, which everyone at my Super Bowl party (including me) thought was pretty charming. And even though Donald Trump, Jr hated the Washington Post ad, his opinion is wrong. The Tom Hanks voiced ad is all about the importance of journalists and journalistic integrity and features the two murdered journalist that worked for the paper. It's a pretty powerful ad. Though, I do think the criticism of “The struggling newspaper spent HOW MUCH on the ad?” is fair.
There are, of course, ads that didn't work as well as the advertiser hoped and some flat out stinkers too (but then again, this is all subjective). Including one with a really creepy robot kid and a gross one with chunky milk. But I’m not going to link to them or any of the other ones I hated since that will only give them more traffic.
All that being said, there was only one ad that I thought was exceptional, that one being: Microsoft’s "When everybody plays, we all win" two minute commercial for the XBOX Adaptive Controller. Seriously, you guys, every “I’m not crying, you’re crying!” meme becomes a harsh reality up in my crib when I watch that ad. And, um, it’s possible I’ve watched it several times.
Back in July I wrote about the Adaptive Controller and basically said it’s the greatest gamer thing ever. I still feel that way. And with twenty five million hits on the commercial already since Sunday (on YouTube alone), I have a sneaking suspicion lots of folks feel that way too.
Bud Light (owned by Anheuser-Busch) follows up their bloody hilarious Game of Throne’s esq- “Dilly Dilly” commercial with the most delightful cease and desist I’ve ever heard about. If you have no idea what it is I write about please take one minute of your time to check out Bud Light’s original ad -- here.
The “Dilly Dilly” commercials have been extremely popular for Bud Light. I even heard Steelers quarterback Ben Roethlisberger yell it out during Pittsburgh's Nov. 16th shellacking of the Tennessee Titans (40-17) -- proving Mr. Roethlisberger is indeed, “a friend of the crown.”
The exact origin of the “dilly dilly” phrase is a bit unclear. A nursery rhyme titled “Lavender’s Blue”uses and “dilly dilly” phrase and dates back to the 17th century uses “dilly dilly” but it’s specifically clear exactly what “dilly dilly” means.
From Online Etymology:
“... perhaps coming from dillydally, 1741, probably itself a reduplication of dally (verb) meaning “to talk, converse,” possibly from Anglo-French dalier “to amuse oneself,” which is of uncertain origin.”
According to dictionary.com, the origins of “dilly” are in a shortening of the word “delightful” or “delicious,” probably from the 1930s. On its own, it has come to mean “something or someone regarded as remarkable or unusual.”
All that being said, due to the Bud Light commercial the phrase has come to light in modern day parlance. And so it is that Minneapolis based Modist Brewing Company, capitalized on the popular phrase and brewed a Mosaic Double IPA naming it, “Dilly Dilly.”
Which is cute but -- um -- problematic. Anheuser-Busch, it seems, believe they have own the phrase “Dilly Dilly” having copyright protected it for use with their Bud Light Ad. Normally, this would result in a corporate lawsuit which Anheuser-Busch, with their clear and strong claim to the phrase and, of course their endless bank account -- would win.
And that all starts with a legal piece of paper (or email) called the “Cease and Desist.” This the first way to tell someone, “Hey! We own that! Please don’t use it again!”
And then you have a choice. You can cease and desist from using said phrase. Or you can fight. And if you fight it can get nasty. And expensive.
So when Modist Brewing Company released “Dilly Dilly” it could have gone very poorly for them. But release it they did!
And that’s exactly when Bud Light sent their Cease and Desist (and a pair of Super Bowl tickets) -- in the form of medieval tower cryer complete with a parchment scroll “cease and desist” that he read to the MPLS based brewery -- and it was all in good fun. The full text of the scroll:
“Dear friend of the Crown, Modist Brewing Company. Congratulations on the launch of your new beer, Dilly Dilly Mosaic Double IPA! Let it be known that we believe any beer shared between friends is a fine beer indeed. And we are duly flattered by your loyal tribute. However, “Dilly Dilly” is the motto of our realm, so we humbly ask that you keep this to a limited-edition, one-time-only run. This is by order of the king. Disobedience shall be met with additional scrolls, then a formal warning, and finally, a private tour of the Pit of Misery. Please send a raven, letter or electronic mail to let us know that you agree to this request. Also, we will be in your fair citadel of Minneapolis for the Super Bowl, and would love to offer two thrones to said game for two of your finest employees to watch the festivities and enjoy a few Bud Lights. On us. Yours truthfully, Bud Light.”
Modist Brewing responded on their FB page with:
“That moment when Bud Light sends you a cease and desist for your #dillydilly release... via a scroll... written in olde english... read by an actual medieval person.. and then sends you to the Minnesota Super Bowl 2018.” and posted a video of the town crier performance.
Well played, Bud Light.