H-E-B has supported youth livestock shows across Texas for many years. But outside the FFA and 4H circuits, few Texans know about it. Until now. Plot Twist Creativity recently traveled across Texas getting their hands (and boots) dirty at county fairs and rodeos to create a spot that showcases the youth livestock world, and the supporting role H-E-B plays in it.
The spot features a series of beautiful still images shot by veteran photographer Tadd Myers. The images are edited to an up-tempo, slightly gritty version of “Deep in the Heat of Texas”, sung by Tony Rucker – a Plot Twist producer who also happens to sing and play in a band in his (rare) free time.
The result is a celebration of the hard work, dedication and love that local Texas kids pour into raising their animals, and the enduring support of a local grocery store.
