Budweiser marks the centennial of Jackie Robinson’s birth with Impact, a film on the legacy of a true American legend, directed by Spike Lee.
With the 2019 Major League Baseball season currently underway, Budweiser is raising a Bud in celebration of Jackie Robinson, who became an everlasting figure in American history by changing the game and cultural landscape of the country when he walked onto Ebbets Field on 15 April 1947.
Committed to ensuring his legacy continues, the brand has embarked on a nationwide campaign to mark the centennial of the very legend born in 1919. With the aim to honour the athlete and activist, the push features a collaboration with Spike Lee, who helped direct the three-minute film, Impact.
Narrated by the late icon’s daughter, Sharon Robinson, the spot depicts how the man broke baseball’s colour barrier after many years of segregation. For the commemorative effort, Budweiser draws inspiration from his famous quote: A life is not important except in the impact it has on other lives.
While the creative parallels Robinson’s influence on baseball, its greater emphasis is on unity and inclusion. The work builds to a finish which unveils a band of local advocates that continues to enact change and progress through positive impact on American communities.
Kicking off Opening Day, Impact first aired across television on 28 March and in ballparks all over the United States. Budweiser is also raising funds to help support the launch of the Jackie Robinson Museum in New York City, and has crafted limited-edition Jackie Robinson ‘42’ aluminium bottles.
With the product bearing his signature, each bottle sold will see 42 cents donated to the Jackie Robinson Foundation. Meanwhile, Budweiser is employing a 360-degree approach to its campaign with additional elements such as cinema, print, outdoor, digital, social media, and in-stadium advertising.
“Jackie Robinson was a true American hero who displayed incredible courage and resilience in the name of equality and unity. His boundary-breaking achievements extend well beyond baseball through his work as a civil rights activist,” said Ricardo Marques, VP Marketing, Core & Value Brands at Anheuser-Busch.