The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Us Creative Work of the Week US Creative Works Budweiser

US Creative Work of the Week: Budweiser and Spike Lee honor baseball legend Jackie Robinson

Author

By Kyle O'Brien, Creative Works Editor

April 3, 2019 | 3 min read

Budweiser hit a home run with its tribute to legendary baseball player and activist Jackie Robinson, with a moving film by director Spike Lee.

Jackie Robinson

Jackie Robinson honored by Budweiser and Spike Lee

Budweiser and the Jackie Robinson Foundation wanted to make sure that, in a year that marks Robinson’s 100th birthday, the world does not forget his legacy. The short film, ‘Impact,’ marks the moment Robinson walked onto Ebbets Field as a Brooklyn Dodger on April 15, 1947, becoming an everlasting figure in American history as the first player to break the color barrier in Major League Baseball.

The three-minute effort is directed by Lee and narrated by Robinson’s daughter, Sharon Robinson. It uses footage of Robinson plus the original announcement by Red Barber, along with recreations of people cheering his achievement in a New York tavern with Budweisers in hand.

The film appeared nationally in a 60-second airing on Major League Baseball’s opening day.

‘Impact’ is also a season-long campaign that spotlights the heroic achievements of Robinson both on and off the field. The campaign includes out-of-home placements and special edition bottles that will help raise money for the Jackie Robinson Museum, which the brand pledges to help open in New York this year.

For its adept direction by Lee, and its honoring of an American icon, The Drum’s readers voted the campaign the US Creative Work of the Week.

Budweiser continued to honor Robinson this week with another commercial.

See the work by clicking on the Creative Works box below.

To stay up-to-date with all the advertising, design, and creative projects from around the globe, visit our Creative Works homepage.

Budweiser: Impact by Dentsu

By Budweiser

Overall Rating 5/5

Vote now
Us Creative Work of the Week US Creative Works Budweiser

More from Us Creative Work of the Week

View all

Trending

Industry insights

View all
Add your own content +