Last week, Budweiser kicked off a marketing campaign paying tribute to baseball legend and civil rights hero Jackie Robinson with “Impact,” an ad directed with the aid of Spike Lee and narrated with the aid of Robinson’s daughter, Sharon Robinson.
While Lee and Sharon Robinson don’t return for the comply with-up, Budweiser is speedy building on its first ad with the relatively minimalist “Rise.”
Set to “Rise Up” by means of Andra Day, the advert files the procedure of a man sewing together a Jackie Robinson commemorative baseball before concluding with photos of Robinson in action and the message, “This one’s for you, Jackie.”
The spot, which changed into created with the aid of a Dentsu Aegis Network team led by using Vizeum U.S. And Isobar Brazil, debuts nowadays as a 30-second broadcast advert, in order to run via Jackie Robinson Day on April 15. A 60-2nd model will even run in ballparks for Jackie Robinson Day, and each versions could be featured on virtual and social systems.
“Jackie Robinson modified the game and cultural landscape of this us of a through breaking the color barrier in expert baseball and ‘Rise’ is a metaphor for that effect via the interlacing and production of the black-and-white ball,” Ricardo Marques, organization vice president, advertising for core and fee brands at Anheuser-Busch told Adweek.
Marques said the reaction to the marketing campaign’s release spot “Impact” turned into “exceptional,” from the “baseball community and beyond.”
“‘Rise’ maintains to have a good time Jackie’s story, unpacking his achievements and exploring ideas of inclusion, diversity and cohesion,” he introduced. “Budweiser wants to remind this united states that we are able to all live with effect, and ‘Rise’ maintains to draw on our emotions and inspire us thru the legacy of Jackie.”
He explained that the logo selected to speedy follow-up the marketing campaign’s launch ad with a view to “maximize the duration within which we can rejoice this American hero” within the lead-as much as Jackie Robinson Day on April 15, while it plans to elevate a Bud in his honor through a chain of tasks.
Agency: Dentsu Aegis Network Office: Vizeum U.S. And Isobar Brazil
Chief Creative Officer, Dentsu Aegis Network Brazil: Rui Branquinho
Art Director, Isobar Brazil: Leandro Câmara
Account Director, Dentsu Aegis Network Brazil: Fred Paiva
Copywriter: Chief Creative Officer, Dentsu Aegis Network Brazil: Rui Branquinho
Director: Martin Fougerol
Production Company: Taking Over
Executive Producer: Douglas Costa
Producer: Carolina Bradilli, Edu Menin. Alessandro Scafuro,
Roberto Scafuro, Juliana Rabecchi, Perle Roland, Vinicius Costa
Music: “Rise Up” Andra Day
Post-Production: NOD Paris Gery Bouchez, Leandro Lamezzi, Breithner Monteiro.
President, Vizeum USA: Duncan Smith
SVP, Group Director, Investment, Dentsu Aegis Network: Julie Goldstein
VP, Strategy Director, Dentsu Aegis Network: Rod Alanis
VP, Director, Communications Planning, Dentsu Aegis Network: Michael Kotick
VP, Group Director, TV Video Activation, Dentsu Aegis Network: Adam Maloney
Director, Integrated Planning, Dentsu Aegis Network: Eric Chang
Director, Paid Search, Vizeum USA: Gladyn Telford
Associate Director, Integrated Planning, Vizeum USA: Bora Chang
Associate Director, TV Video Activation, Vizeum USA: Tim Jonathan
Communications Supervisor, Dentsu Aegis Network: Ryan Heine
Digital Supervisor, Dentsu Aegis Network: Francesca Bonifazio
TV Video Activation Supervisor, Vizeum USA: Lainey Bartos