On Thursday, MLB Opening Day, Budweiser will recognize Jackie Robinson’s centennial birthday with a new campaign and a three-minute short film, “Impact,” directed by Oscar winner Spike Lee. Budweiser is partnering with the Jackie Robinson Foundation, which provides scholarships to address the achievement gap, on the campaign. “Impact” is narrated by Sharon Robinson, Jackie’s daughter and the vice chair of the foundation. The famous baseball player was born on January 31, 1919, and died October 24, 1972, at the age of 53.
Jackie Robinson was the first African-American player in the MLB in the 20th century. On April 14, 1947, the Brooklyn Dodgers started him on first base at Ebbets Field in Flatbush, footage of which is shown in “Impact.” Until that point, black baseball players were segregated into their own league. Each year on April 15, MLB teams celebrate his breaking of the color barrier.
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“Impact” will be shown in every stadium on Thursday and will air nationally as a commercial. The title is inspired by a famous Robinson quote: “A life is not important except in the impact it has on other lives.”
“Baseball is a game of impact,” Sharon Robinson begins in the short film. “The powerful contact of the bat with the ball changes its direction. It can change the outcome of the game. The impact isn’t just felt by the batter; other players feel it. Fans near and far feel it. But in 1947, that impact was felt far beyond any field. It was felt by the entire country.”
Beyond Opening Day, Budweiser plans to continue the campaign by selling a limited-edition Jackie Robinson Bud throughout the season, and 42 cents of every sale will be donated to the Jackie Robinson Foundation. The beer company also donated to the foundation so that the Jackie Robinson Museum would be able to open this year.
You can watch “Impact” below:
