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

'Rise' is the next installment in the brand's year-long tribute to the legend

The black-and-white baseball from Budweiser's "Rise" is supposed to signify the inclusivity of baseball following Jackie Robinson's career. Budweiser

Last week, Budweiser kicked off a campaign paying tribute to baseball legend and civil rights hero Jackie Robinson with “Impact,” an ad directed by Spike Lee and narrated by Robinson’s daughter, Sharon Robinson.

While Lee and Sharon Robinson don’t return for the follow-up, Budweiser is quickly building on its first ad with the comparatively minimalist “Rise.”

Set to “Rise Up” by Andra Day, the ad documents the process of a man stitching together a Jackie Robinson commemorative baseball before concluding with footage of Robinson in action and the message, “This one’s for you, Jackie.”

The spot, which was created by a Dentsu Aegis Network team led by Vizeum U.S. and Isobar Brazil, debuts today as a 30-second broadcast ad, which will run through Jackie Robinson Day on April 15. A 60-second version will also run in ballparks for Jackie Robinson Day, and both versions will be featured on digital and social platforms.

“Jackie Robinson changed the sport and cultural landscape of this country by breaking the color barrier in professional baseball and ‘Rise’ is a metaphor for that impact through the interlacing and construction of the black-and-white ball,” Ricardo Marques, group vice president, marketing for core and value brands at Anheuser-Busch told Adweek.

Marques said the reaction to the campaign’s launch spot “Impact” was “phenomenal,” from the “baseball community and beyond.”

“‘Rise’ continues to celebrate Jackie’s story, unpacking his achievements and exploring ideas of inclusion, diversity and unity,” he added. “Budweiser wants to remind this country that we can all live with impact, and ‘Rise’ continues to draw on our emotions and inspire us through the legacy of Jackie.”

He explained that the brand chose to quickly follow-up the campaign’s launch ad in order to “maximize the period within which we can celebrate this American hero” in the lead-up to Jackie Robinson Day on April 15, when it plans to raise a Bud in his honor through a series of initiatives.


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, Breithner 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

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.