During the second quarter of tonight’s game, HBO and Bud Light delivered a quintessential Game of Thrones—twist ending to the latest entry in Bud Light’s series of “Dilly Dilly” commercials.
What starts as a classic Bud Light Super Bowl commercial featuring the King and Bud Knight descends into chaos when the menacing Game of Thrones character the Mountain (Hafþór Júlíus Björnsson) makes a surprise appearance, defeating the defender of the “Dilly Dilly” kingdom in a jousting contest.
Building on the latest chapter of the medieval “Dilly Dilly” series, Bud Light’s agency, Wieden+Kennedy, collaborated with HBO and Droga5 on the 60-second spot, “Joust.” Production on the ad reunited more than 25 people from the Game of Thrones crew under the direction of David Nutter, the man who orchestrated the infamous “The Red Wedding” episode among others, and the collaboration of showrunners David Benioff and D.B. Weiss. The first half of the spot was under the direction of Bud Light’s Spencer Riviera, who previously directed creative within the Bud Light medieval universe.
To kick off the next phase of its #ForTheThrone campaign, which asks fans, celebs and brands what they would do #ForTheThrone in celebration of the series’ final season (debuting April 14), HBO was looking for a stage and brand partner that could stand up to the powerhouse the show has become. Bud Light, known for delivering iconic Super Bowl commercials, was the top choice and jumped on board immediately.
The reveal of the Super Bowl commercial was intentionally left to in-game to maximize the surprise for fans and viewers alike. Simultaneously an extended version was revealed online, with additional Easter eggs for fans of the show to enjoy.