In 1995, a nation was rapt as three frogs croaked the syllables in "Budweiser." Four years later, Budweiser prompted countless television viewers to wag their tongues and ask their friends, "Whassup?"
Since then, the list of commercial catchphrases to earn a cultural foothold has been short. But a nonsense phrase from an advertisement set in medieval times has broken through to become a common barroom cheer and online force to an extent that in some ways has exceeded its pre-social-web predecessors.
In an advertisement that debuted in August, citizens of a fictional world approach their king, presenting increasing quantities of Bud Light as offerings. The king names each person a "friend of the crown," then leads the banquet hall in a call-and-response toast in which they all repeat "dilly dilly." When a man instead smugly presents "a spiced honey mead wine that I have really been into lately," he is shuffled off to the "pit of misery."
The implication is that Bud Light is for you and all of your friends; fancy craft beer is only for yourself.