24 March 2019

With idea from Isobar, Spike Lee directs movie for Budweiser

The Budweiser brand new movie "Impact" was directed by filmmaker Spike Lee and honors Jackie Robinson, the first black athlete to play in Major League Baseball.

By 2019, Robinson would be 100 years old. The brand took advantage of the occasion and released a video narrated by the athlete's own daughter, Sharon Robinson. For three minutes, the video highlights how Robinson broke the baseball color barrier in 1947.

The video blends old take scenes in which Spike Lee reenacts a group of black people gathering in bars and listening to Robinson's Brooklyn Dodgers games. Obviously, they drink Budweiser while they follow the match.

The film features guest appearances such as LGBTQ rights defender Dustin Ross and human rights activist Yin Q ..

A 60-second version will be aired during the opening of MLB season 2019. Budweiser, Anheuser-Busch InBev brand, is the official sponsor of the league. The film is part of a larger campaign that will include print, digital and OOH ads. Budweiser will also sell limited edition Jackie Robinson "42" aluminum bottles during MLB season. The drink will donate 42 cents from each bottle sold to the Jackie Robinson Foundation.

The campaign was conducted by the Dentsu Aegis Network with the creation of Isobar and Vizeum's media strategy and implementation.

The film's title is "Impact," which is inspired by Robinson's quote that "one life is not important except the impact it has on other lives."