New Era doffs its hat to the man who knew what it meant to be first in a serious new commercial for the brand. "First Changes Everything" is a nicely shot film featuring people tipping their caps in honor of Jackie Robinson -- a timely spot, as today, April 15, marks the anniversary of when the Brooklyn Dodgers started him at first base, back in 1947. Agency was Pereira & O'Dell, New York, with production by Rooster. A digital element lets you send photos, videos and tweets of yourself "tipping your hat" in his honor.