‘Impact’ was directed by Lee and narrated by Robinson’s daughter, Sharon Robinson: Budweiser

On March 28th, Major League Baseball’s Opening Day,  Budweiser will celebrate the legacy of Jackie Robinson, an American legend  who profoundly changed the nation’s sport and cultural landscape  forever with impressive short film directed by the Oscar- winning Spike Lee.

Part of Budweiser’s season-long Project 42 campaign, Impact  is a Hollywood-level production all the way, a 3-minute short film directed by Lee that captures Jackie Robinson’s lasting legacy in finely resonant strokes..

Narrated by Jackie Robinson’s daughter Sharon Robinson, the film spotlights how Jackie broke baseball’s color barrier after many years of segregation in the sport and does so with sweeping cinematic style.

“I’m honored to work with Sharon Robinson and Budweiser,” said Spike Lee. “All of us working in unison to pay homage to a great American who literally changed the game with the impact he made. Long Live Jackie Robinson!”

Sharon Robinson worked closely with Budweiser on the curation of the campaign, which marks the Centennial of the man that drove positive change far beyond his sport and continues to shift cultural paradigms to this day.

“I was incredibly honored to work with Spike Lee and Budweiser on ‘Impact’.  Spike’s passion for the life and legacy of Jackie Robinson is legendary. We were confident that he’d pay tribute to my father in a fresh and respectful way. 

“The deal was sealed when Budweiser stepped to the plate to help support us in funding the Jackie Robinson Museum.”

As part of the overall campaign, Budweiser is raising money for the Jackie Robinson Foundation to support the Jackie Robinson Museum opening in New York City.

In a press release Budweiser explained that it had “created limited edition Jackie Robinson 42 aluminum bottles for the MLB season and that 42 cents from every bottle sold will be donated to the Jackie Robinson Foundation.

“Jackie Robinson was a true American hero who displayed incredible courage and resilience in the name of equality and unity,” said Ricardo Marques, VP Marketing Core & Value brands at Anheuser-Busch. “His boundary-breaking achievements extend well beyond baseball through his work as a civil rights activist; undeniably Jackie Robinson continues to serve as an inspiration today for anyone out there looking to live with impact.”

In addition to Impact airing on Opening Day, Budweiser will also be rolling out a full 360-degree campaign, including TV, cinema, print, out-of-home, digital, social and in-stadium media, and celebrating Jackie’s legacy nationwide.

All image credits: Budweiser