Spike Lee Directs Budweiser Ad About Jackie Robinson and Other Barrier Breakers

Budweiser has put acclaimed director Spike Lee at the helm of a new ad film focusing on baseball legend Jackie Robinson and how he broke baseball’s color barrier in 1947.

The 3-minute film, which features vintage footage along with scenes reenacting black Americans gathering together in bars and listening to Robinson’s Brooklyn Dodgers games on the radio, is narrated by Robinson’s daughter, Sharon Robinson.

Along with Robinson, the film also highlights modern-day activists such as Amanda Nguyen, author of “The Sexual Assault Survivors Bill of Rights,” and LGBTQ advocate, Dustin Ross, along with other groundbreaking individuals such as New York’s first female firefighter Sarinya Shrisakul.

 
 

The powerful spot is an ad after all, so people are, of course, tossing back Budweiser.

A 60-second TV version of the spot will air during Major League Baseball’s Opening Day on Thursday and in ballparks across the country along with print, digital and out-of home advertising.

 
 

The campaign was handled by Dentsu Aegis Network with Isobar handling creative and Vizeum media strategy.

Budweiser is additionally going to sell limited-edition Jackie Robinson “42” aluminum bottles during the season and donate 42 cents from every bottle sold to the Jackie Robinson Foundation.

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