After a two-season hiatus, Plot Twist Creativity helped H-E-B return to football broadcasts for 2024. The spots mark the H-E-B commercial debut of two exciting Texans players: QB sensation C. J. Stroud and star defensive end Will Anderson, Jr. Veteran mascot Toro returns as well, along with a couple real-life H-E-B employees.
The campaign continues H-E-B’s long tradition of putting sports stars in football-inspired everyday situations that let the players have fun (and some queso) with their roles. Some distinctive products are also featured, including a spoof of the roster lineups from football broadcasts. The shoot was what a football coordinator might call “run-and-gun,” with the entire four-spot campaign and accompanying social content was shot in less than 8 hours.
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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.