Budweiser's poignant Dwyane Wade tribute shows how he's 'bigger than basketball'

Ahead of his retirement, campaign highlights his support of the underprivileged and the suffering

Published On
Apr 09, 2019

Editor's Pick

You may not be able to hold back the tears watching Budweiser’s tribute spot to retiring NBA star Dwyane Wade--not because it hammers home how basketball is losing one of its champs, but because it reminds viewers how much the Miami Heat pro has contributed to the world outside of his 15 years in the game.

The long-format spot, titled "This Bud's for 3" in a nod to his jersey number, brings a twist to the ritual Wade began at the start of his final season, in which he’s been swapping shirts with players from opposing teams.

Here, instead of receiving jerseys from other NBA stars, he’s gifted by people whose lives he impacted in a truly meaningful way, beyond the court.

When one of his young fans, Joaquin Oliver, passed away during the Parkland, Florida massacre, Wade was there to support the boy’s family--writing his name on his shoe and paying tribute with a special memorial offering. A woman lost all her possessions in a house fire, so Wade took her shopping to replace some of her lost goods. A young man and young woman steered their lives in a more positive, productive direction, thanks to Wade’s inspiration and financial support. And his own mother, Jolinda Wade, overcame addiction and made it out of prison to become a minister--with her son at her side throughout all her trials.

Five individuals express their gratitude and present Wade with a different kind of jersey--clothing representative of his impact on their lives: Oliver’s own high school basketball uniform, a graduation gown; a blazer worn on a first job interview, a purple minister’s robe.

“I am more proud of the man you have become, than the basketball player,” his moms says. “You are bigger than basketball.”

Vayner Media and Vayner Productions created and produced the film. 

Credits

Date
Apr 09, 2019
Client:
Budweiser
Agency:
VaynerMedia
Vayner Productions
Group Vice President, Core & Value:
Ricardo Marques
Vice President, Marketing:
Monica Rustgi
Senior Brand Director:
Madison Pietrowski
Director, Budweiser Sports:
Matt Davis
Director, Marketing Communications:
Jenna Knoll
Brand Manager:
Hayley Kahn
Chief Creative Officer:
Steve Babcock
Group Creative Director:
Adam Lock
Creative Director:
Todd Bradley
Associate Creative Director:
Harrison Barron
Art Director:
Rafael Sosa
Executive Vice President:
Nick Miaritis
Group Account Director:
Joe Leotta
Account Director:
Alex Slavin
Account Executive:
Donald Spampinato
Project Manager:
Katherine Penland
Agency Executive Producer:
Cassandra Reuter
Agency Producer:
Chloe Heller
Chief Production Officer:
Aaron Kovan
Director:
Ritesh Gupta
Director of Photography:
Jeff Kim
Executive Producer:
Matt Hollis
Editorial:
Cutters Studios
Editor:
Steve Bell
Assistant Editor:
Austin Rauterkus
Executive Producer:
Elizabeth Krajewski
Senior Producer:
Stephanie Rose
Audio:
Cutters Studios
Audio:
Hunter Berk
Color:
The Mill
Colorist:
Fergus McCall
Music:
JSM Music

Need a credit fix? Contact the Creativity Editors

Industry
Project Type