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Bud Light has resurrected its partnership with HBO to tie into this week's return of Game of Thrones. In it, the Bud Knight is brought back from death, hinting at future shenanigans between the brands.

During the Super Bowl, Bud Light caused a splash by joining the Game of Thrones universe with an ad that saw Hafþór Júlíus Björnsson's The Mountain kill the Bud Knight of Dilly Dilly fame in a joust.

Bud Light’s creative agency Wieden+Kennedy New York collaborated with HBO and Droga5 New York to produce the minute-long spot 'Joust'. It was kept under wraps until it aired during the Super Bowl in order to make as big an impact as possible.

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It featured strongman Björnsson, who is no stranger to an ad. However he is absent from the latest spot, 'The Return' which is much more restricted in its use of HBO entities.

It undoes the Bud Knight's untimely end, paying homage to the show with the necromantic resurrection of the Bud Light mascot, likely the first time the dark arts have been used to reanimate a brand ambassador. The Mountain followed a similar arc in the show, as did protagonist Jon Snow. 

Speaking on the launch of 'The Joust', Brandon Henderson, creative director at Wieden+Kennedy New York, said: “Once the ‘Dilly Dilly’ campaign started taking off and we realized we had a long-lasting campaign in the medieval world, it became a dream of ours to team up with Game of Thrones. So, when someone brought us the pitch deck, my creative partner, John Parker, and I were really excited by it.

“The opportunity to have our kingdom become a part of the Game of Thrones world was already amazing but showing that on the biggest stage on earth? We couldn't ask for anything more. We're both avid Thrones watchers, so we knew that whatever we made needed to ultimately be satisfying for Game of Thrones’ fans. But the first half of the spot needed to live fully in our world. It was a challenge, but we love where we ended up."

The latest ad first ran during the NCAA Final Four last weekend.

Vote for the ad below in The Drum's Creative Works. 

: 'The Return'

Agency:
Client:
Date: April 2019
You may be wondering about the fate of our beloved Bud Knight since his unfortunate run-in with The Mountain.
We are happy to report that thanks to some carefully crafted spells, the Bud Knight has been revived (Jon Snow-style) and featured in a new commercial that will go live this weekend titled “The Return.”
Sharing the link to the full TVC here and commercial stills/credit list here. Bud Light’s new advertisement will first drop during the NCAA Final Four this weekend, and we ask that you hold off on spreading the good news until Friday, April 5 at 7am ET.
 
Credits:
 
 
 
 
 
Executive Creative Director
Karl Lieberman
Creative Directors
Brandon Henderson
Creative Director
John Parker
Copywriter
Jessica Ghersi
Art Director
Kevin Kaminishi
Head of Integrated Production
Nick Setounski
Executive Producer
Temma Shoaf
Producer
Alexey Novikov
Strategist
Brian Ritter
Social Strategist
Sophie Novick
Group Account Director
Brandon Pracht
Management Supervisor
Alex Scaros
Account Supervisor
Marlee Caine
Account Supervisor
Lauren Wilson
Account Executive
Greg Hascoe
Project Manager
Bruce Fields
Head of Business Affairs
Patrick O’Donoghue
Sr. Business Manager
Justine Lowe
 
PRODUCTION
Production Company
O Positive
Director
Jim Jenkins
Director of Photography
Trent Opaloch
Executive Producer
Marc Grill
 
EDITORIAL
Editorial Company
Arcade Edit
Executive Producer
Sila Soyer
Producer
Andrew Cravotta
Editor
Dave Anderson
Assistant Editor
Joe Petruccio
Social Content Editor
Jeff Lopus
Tags: World
 
 
 
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