HBO used 'Game of Thrones' to hijack Bud Light's Super Bowl ad, but it may not have had the impact it expected

HBO/Bud LightAn image from the Bud Light-HBO crossover ad.
  • In an unexpected move, HBO hijacked one of Bud Light’s “Dilly Dilly” ads during the Super Bowl.
  • Fans certainly seemed surprised, with the ad registering more than 2,300 mentions on social media within two minutes of airing, according to Brandwatch.
  • But the crossover may not be all good news. The data company Oxford Road scored the ad a pitiful 29.65%.

In an unexpected move, HBO hijacked one of Anheuser-Busch InBev’s Super Bowl ads for Bud Light, giving fans a weird crossover “Game of Thrones”-Dilly Dilly commercial.

The ad started out as yet another iteration of Bud Light’s viral campaign, in which medieval characters cheer “Dilly Dilly!” as knights and lords attend a jousting tournament.

But then Gregor “The Mountain” Clegane of “Game of Thrones” entered the ring, and the show’s iconic theme song “Rains of Castamere” began to play, recreating several memorable moments from the series.


Read more:
Here’s the full list of all the Super Bowl commercials that aired this year

The ad registered more than 2,300 mentions on social media within two minutes of airing, according to Brandwatch.

Some fans seemed especially caught off guard.

Others didn’t hesitate to troll the brands.

Of the 2,300 mentions, the sentiment around Bud Light was 68.5% positive. Many of the “negative” mentions were actually people exclaiming “Holy s—!” upon seeing The Mountain.

But the crossover may not all be good news. The Los Angeles-based ad agency Oxford Road uses a proprietary data-driven process called Audiolytics that grades ads based on 71 weighted components, giving each commercial a unique score. The agency said the crossover ad scored a low 29.65%.

“That score is out of 100 and we almost never run anything below 90,” the firm’s CEO and founder, Dan Granger, said. “You have to work really hard to get anything close to 30%.”

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