I know you’ve all seen it. You probably know what “it” is by looking at the title.
For the uneducated, it’s the blindingly over-quoted “Dilly Dilly” commercials from Bud Light. If you’re a true college football fan you more than likely react to this commercial with apathy or hate, nothing in between. It’s everywhere, and seemingly plays every other commercial break.
The phrase “Dilly Dilly” is only a small part of this story. The other part is Billy Sims, who yells “BOOMER” at the top of his lungs during the Heisman Trophy ceremony.
This year he also yelled “Dilly Dilly” and people ate it up. I guess they ate it up so much that Sims decided to incorporate the phrase into a new advertisement for his barbecue spot, Billy Sims Barbecue.
— Billy Sims (@billysims1978) December 11, 2017
While this is a funny twist, it’s hard to imagine this ad aging well. Most are already tired of this catch-all being yelled at every sporting event on God’s green earth, and are ready for the fad to die.
We’ll look back fondly at it in a couple of years, like that Chili’s ad for baby back ribs with the Backstreet Boys, or the Mean Joe Greene Coke ad.
Currently, though, the people are growing tired of it. Like many things during the internet era, it probably won’t last long enough in pop culture to be worth the money spent on creating the content around it.
In three months, you can guarantee we’ll read an article about some simpleton who got a “Dilly Dilly” tattoo and be satisfied that we never bought in that far.
In short, Billy Sims’ commercial gets an unexcited “Dilly Dilly.”
And if you ask me, it’s time to banish the original commercial to the Pit of Misery.
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