Plot Twist Creativity is proud to announce the debut of “Mission Critical,” our first official Super Bowl spot for our client H-E-B. Although this is the first H-E-B big game commercial we fully produced as an independent agency, it is our team’s 15th consecutive big game commercial for H-E-B. The goal (besides being entertaining) is to reinforce the love Texans have for H-E-B – that no matter where they go, how far, or for how long, Texans just can’t go without the H-E-B tastes they crave. Because at H-E-B, here everything’s better.
To make the :60 spot Super Bowl-worthy, the agency recruited another Texas icon, George Strait. Through epic production and some digital magic, the spot shows that even the King of Country can’t leave home without his favorite tastes from H-E-B.
Chris Smith, Principal and CCO at Plot Twist Creativity stated, “The client brief was wide open but also kinda scary: Do something that links H-E-B to Texas and gets people talking. The fact that lots of Texans put H-E-B at the top of the list of things they miss when they leave the state, even for a short time, we decided to run with that idea. So we had fun with the recent trend of celebrity space travel, a lot of it based in Texas, and were lucky enough to get Texas music icon George Strait to be our lucky traveler. Then we assembled the perfect slate of production partners to pull it off. We couldn’t be happier with how it turned out.”
CREDITS:
H-E-B CLIENTS: Ashwin Nathan, Rob Pennington, Lena Delgado
CD/Writer: Wendy Mayes
CD/Art Director: Bo McCord
CCO: Chris Smith
Agency Director of Production: Kim Alexander
Brand Management Principal: Michael Nortman
Account Supervisor: Lauren Boone
Account Executive: Sarah Sims
Director: Timothy Kendall
Production Company: Yard Dog
Exec Producers: Joe Piccirillo, Beth Pearson
Line Producer: Peter Sprouse
Editor: Jason Payne @ Recess Editorial
FLAME Artist: John Fegan
Colorist: Michael Pethel
Music: Shindig
Sound Engineer: Eric Jenkins
VFX: Zoic
