Stories to listen to with a beer in hand.
Create a multi-subject radio campaign for Bud Light, set within the narrative universe of the Dilly Dilly saga created by Wieden+Kennedy. The radio spots must be consistent with the tone and imagery of the original campaign: a surreal medieval kingdom, light humour and a beer always at the centre of the story.
The Dilly Dilly saga has a precise register: a comedy-era Middle Ages, characters who speak as if they were in a court but behave like ordinary people, and a product, Bud Light, that solves everything. The work was to stay inside that world without imitating it, finding new situations that worked on radio, where there's no image and everything passes through voice, rhythm and dialogue. Each subject relies on a simple scheme: a situation that gets complicated, a character who takes it too seriously, and a Bud Light that puts everything back in perspective.
MUSIC: sweet music-box melody, low in the mix. SFX: door opens slowly. Footsteps on parquet. CHILD: (sleepy voice) Dad, dad, will you read me a bedtime story? DAD: (sits, bed creaks) Of course. Once upon a time there was a rich, famous king… CHILD: (interrupts) What was his name? DAD: I don't know, but it doesn't matter. I was saying: a rich, famous king who ruled his realm with love and justice… CHILD: (interrupts again) What was the kingdom called? DAD: (sighs) That doesn't matter either. The important thing is that one day the king received a unique gift, light and… CHILD: A dragon? MUSIC: music box fades. Medieval harp enters, epic but light. DAD: (smiles) A Bud Light. The most powerful drink there is. SFX: bottle cap pops. CHILD: (happy) Dilly Dilly. MUSIC: Bud Light jingle, 3 seconds. ANNOUNCER: Bud Light. The only story that really counts.