Plot Twist Creativity, a Dallas independent advertising agency known for bold ideas and creative storytelling, is celebrating five years in business with a major creative milestone: its 10th Super Bowl commercial.
Plot Twist Creativity has produced memorable Super Bowl spots for clients including H-E-B and Coca-Cola Southwest Beverages.
This year’s Super Bowl spot was developed for longtime client H-E-B.
The achievement underscores the agency’s rapid growth and consistent presence on advertising’s biggest stage.
“Most agencies and creatives dream of getting one spot on the Super Bowl as a bucket-list career goal. So, getting to have ten under our belt as such a young agency is something we’re incredibly proud of. We’re very lucky and grateful to have clients that are willing to take the big swings every year and let us play on the biggest stage,” said Christopher Smith, Chief Creative Officer and Partner at Plot Twist Creativity. “This year’s work for H-E-B is especially meaningful because it reflects a deep, trusted partnership and commitment to creating work that reflects the love Texas has for H-E-B, and vice versa. And we got to add some celebrity star power as well, which is always fun.”
Since its founding, Plot Twist Creativity has quickly established itself as a go-to agency for brands seeking breakthrough ideas and smart execution. The agency’s Super Bowl work has become a defining part of its creative legacy, blending emotional storytelling, strategic insight, and cultural relevance that often ranks in popularity with the most popular national spots.
The 2026 Super Bowl spot for H-E-B continues that tradition, delivering a memorable message designed to connect with audiences well beyond game day.
As Plot Twist Creativity celebrates its five-year anniversary, the agency remains focused on pushing creative boundaries, strengthening client partnerships, and delivering work that earns attention and drives impact.
Agency: Plot Twist Creativity
Name: Chris Smith
Title: Chief Creative Officer
Email: ChrisSmith@plottwist.com
Name: Rachel Dawer
Title: Associate Creative Director/Writer
Email: RachelDawer@plottwist.com
Name: Sonia Amin
Title: Associate Creative Director/Art Director
Email: SoniaAmin@plottwist.com
Name: Kim Alexander
Title: Director of Production
Email: KimAlexander@plottwist.com
Name: Matt Butcher
Title: Principal of Strategy
Email: MattButcher@plottwist.com
Name: Michael Nortman
Title: Principal
Email: MichaelNortman@plottwist.com
Name: Jerry Valencia
Title: Account Supervisor
Email: jerryvalencia@plottwist.com
Director: Madeline Clayton, JOJX
Editor: Jason Payne, Recess Editorial
