Budweiser Celebrates Jackie Robinson’s Impact

Baseball is America’s pastime. No other sport has mirrored it as much. No example is more significant than Jackie Robinson breaking the color barrier on April 15, 1947. In celebration, Budweiser joined with Robinson’s daughter Sharon Robinson and filmmaker Spike Lee for the ad Impact this past Jackie Robinson Day 2019.

72 years ago, Jackie Robinson debuted with the Brooklyn (now Los Angeles) Dodgers. Budweiser wanted to commemorate the occasion by making a socially conscious ad. Legendary filmmaker Spike Lee wanted to do something for the Jackie Robinson Museum being built in New York. It was a partnership in waiting.

Clocking in at three minutes, Impact shows African-Americans huddled around a radio listening to the broadcast from Ebbets Field on April 15, 1947. Over the scene, Sharon Robinson narrates, “Baseball is a game of impact. The powerful contact of the bat with the ball changes its direction. It can change the outcome of the game,” adding that in 1947, “the impact was felt way beyond the field. It was felt by the entire country.”

It was a powerful, inspirational ad, skillfully constructed by Lee. As part of the campaign, Budweiser is raising money for the Jackie Robinson Foundation by creating limited edition Jackie Robinson “42” aluminum bottles for the season. Adorned with Robinson’s signature, 42¢ from every bottle sold will be donated to the Foundation.

In a departure for the brand, Budweiser left the Clydesdales in the stable and joined the emerging trend of socially responsible advertising. “The whole campaign is tastefully done,” Sharon Robinson said. “I’m looking forward to how the fans will react to the Budweiser ad campaign.” So far, so good.