Budweiser Continues Tribute to Jackie Robinson and Diversity in Baseball With New Spot

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” using 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 to run via Jackie Robinson Day on April 15. A 60-2nd model will even run in ballparks for Jackie Robinson Day, and each version 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 can 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
  • Creative Team
  • 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
  • Sound: Jamute
  • Music: “Rise Up” Andra Day
  • Post-Production: NOD Paris Gery Bouchez, Leandro Lamezzi, Breitner Monteiro.
  • Media Team
  • 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

Randy Montgomery

Hardcore pop culture trailblazer. Music junkie. Troublemaker. Twitter fan. Travel nerd. Tv guru. Snowboarder, dreamer, DJ, Swiss design-head and identity designer. Performing at the sweet spot between minimalism and intellectual purity to create not just a logo, but a feeling. Let's make every day A RAZZLE-DAZZLE MUSICAL.

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