Advertising Super Bowl

Plot Twist Creativity Releases H-E-B Teasers for Their 10th Super Bowl Spot in 5 Years

We’re very proud to announce that once again, our agency has produced a commercial for H-E-B that will appear in the Super Bowl all over Texas! This makes 10 Super Bowl Commercials in 5 years created by Plot Twist Creativity!

H-E-B’s twenty-plus-year presence on the Big Game has been full of surprise appearances, storylines, and giveaways. This year’s spot focuses on a familiar favorite: the coveted H-E-B tortilla. After all, the craving for H-E-B tortillas is one that any Texan can sympathize with, no matter their age. Be sure to keep your ears peeled for a Texan celebrity voiceover, too.

H-E-B will have a :60 spot debut during the Big Game on February 8th, 2026 between the 3rd and 4th quarters.

Meanwhile take a peak at our teasers. 

About the author

Plot Twist Creativity

Sometimes, just when you think you know how a story is going to turn out, something unexpected comes along that throws that story in a new, exciting, unforeseen direction. That’s when stories become legends. We call that moment a plot twist.

That’s the origin story of Plot Twist Creativity – an agency formed by industry veterans who came to an unexpected fork in the road and decided to forge their own path.

Plot Twist is dedicated to telling brand stories in new and unexpected ways, to finding key insights that intrigue and engage consumers and lead to thrilling outcomes. In short, we exist to make brands the heroes in the hearts and minds of people.