Budweiser has partnered with Academy Award-winning director Spike Lee and the Jackie Robinson Foundation on a season-long campaign celebrating Robinson's 100th birthday and legacy.
The campaign centers around a three-minute short film directed by Lee and narrated by Robinson's daughter, Sharon Robinson, that will air nationally on MLB Opening Day. It shows the moment Robinson broke the color barrier after more than 50 years of segregation in baseball.
"I was incredibly honored to work with Spike Lee and Budweiser on 'Impact,'" Sharon said in a press release. "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."
Budweiser has also created limited-edition No. 42 aluminum bottles and will be donating 42 cents from every bottle sold to the Jackie Robinson Foundation to help fund the Jackie Robinson Museum in New York.
(Photos courtesy: Budwesier)