Impact reimagines Jackie Robinson’s first MLB game…with a Bud in hand.
A Spike Lee-directed Budweiser ad titled Impact, which honors the life and legacy of Jackie Robinson, will make its television debut during Major League Baseball’s 2019 opening day on March 28th.
In Impact, the Oscar award-winning director highlights a recreation of people experiencing Robinson’s history-making event in real time, huddled around a radio with Budweiser in hand. The scene cuts between a bar full of fans and original footage of the April 15, 1947 game at Ebbets Field in which Robinson became the first African-American baseball player to play in the major leagues, making his debut with the Brooklyn Dodgers. His actions broke 50 years of racial segregation in the professional baseball organization.
Another scene of the ad shows a group of people reciting a portion of the United States Oath of Allegiance. Members of the group are highlighted at the end of the video, and include firefighters, electricians, human rights advocates, and artists. Robinson was known well both for his contributions to baseball, as well as his work as a civil rights activist after leaving the field.
“A life is not important, except for the impact it has on other lives” is a quote from Robinson that appears at the end of the video.
Impact kicks off a season-long national campaign that highlights Robinson’s legacy and honors the 100th anniversary of his birth. “Together, we couldn’t be more proud of this campaign and what it represents: the celebration of a great American icon and his achievements in breaking down barriers and delivering the extraordinary — the impact of which is still felt today,” said Duncan Smith, chief president of marketing company Dentsu Aegis Network, who developed the campaign.
The ad is narrated by Sharon Robinson, daughter of the legendary player, who is also the vice chair of the Jackie Robinson Foundation. Budweiser is releasing a limited edition bottle honoring Robinson. Budweiser will be donating 42 cents from each sale of the limited-edition aluminum bottles of Budweiser to the non-profit organization. The proceedings will be put towards opening the Jackie Robinson Museum in New York.
Watch Impact below.