Yesterday, Team USA swimmer Michael Phelps broke a more than 2,000-year-old Olympics record. Meanwhile, American long jumper Olympian Bob Beamon, who leapt an unprecedented 8.9 meters to win the Gold way back in 1968 at the Summer Olympics in Mexico, is still waiting, almost 50 years later, for someone to surpass his accomplishment.
AB-InBev, along with Crispin Porter & Bogusky, have made Beamon's "Perfect Leap" the platform for the marketer's its "#WeAllLoveBeer" initiative. In this video, Beamon throws down a challenge to this year's long jumpers to finally break his record -- and if they do, he'll have a beer with them.
With "#WeAllLoveBeer," AB-InBev aims to show how beer can be part of a balanced lifestyle, somewhat line with an ongoing trend in which beer marketers have painted beer as the new post-workout drink.
"Made with natural ingredients, beer is the result of a fermentation process, also natural, and it's the most consumed beverage when it comes to celebrating victories all around the world," said Beamon in a statement. "After an intense workout session, I was eager to have a beer as a reward to myself. Having a beer with your friends was -- and still is -- one of life's greatest pleasures."
For the record, long jumper Mike Powell had broken Beamon's world record by 5 cm in 1991 at the World Championships in Athletics, after Beamon held it for 23 years. No one during the Olympics, however, has surpassed Beamon's jump.
Update: Looks like Beamon will have to drink that beer by himself. Fellow U.S.A. athlete Jeff Henderson took home the gold this weekend, but "only" leaped 8.38 meters.