Super Bowl LII was all about the Bud Knight. Also football, I guess.

Leading up to the premiere of the Bud Knight at Super Bowl LII, Bud Light sent our brave soldier to The Today Show to knight Dylan Dreyer.

After the game, we gave away exclusive Bud Knight gear in the style of those post-Super Bowl merch commercials.

Some of the custom merch, including a stained glass window depicting the Bud Knight's glory, some Dilly Dilly BFF necklaces, and, of course, a knit Bud Knight helmet. 

In 2017, Bud Light promised Philadelphia Eagles player Lane Johnson that we would buy Bud Lights for the entire city of Philadelphia if they won the Super Bowl. 

Then... they won the Super Bowl.

So we wrote a scroll that was delivered at the Mayor's office by a town crier. 

Which also got a Today Show mention. 

And we followed through on our word. Parade and all. 

We even took out a newspaper ad announcing free Bud Light for people who couldn't go to the parade. 

We may have also revealed who the real Bud Knight was all along...

Art Director: Lena Barrows
Copywriter: Katie Johnston
Creative Director: Brandon Henderson
Creative Director: John Parker
Producer: Jordan Leinen
Agency: Wieden + Kennedy NY