The H-E-B partnership with the Dallas Cowboys, announced this week, is one of the biggest partnerships in the grocery chain’s history. H-E-B’s creative AOR, Dallas-based Plot Twist Creativity, was tasked with developing the campaign celebrating the collaboration between these two iconic Texas brands. A partnership this big required unprecedented advertising support, including a package of five TV spots and a music-video style hype film, footage from which will be included in social content that will run throughout the season.

“This partnership between H-E-B and the Dallas Cowboys has been on the horizon for a long time, ever since H-E-B first began expanding into the DFW market,” said Christopher Smith, CCO of Plot Twist. “As a creative agency, it’s an absolute dream to get to work with two top-notch marketing organizations, uniting two rabidly loyal fan bases. There were a million moving parts, but the collaboration has gone off without a hitch. And the Cowboys players and Coach Schottenheimer were great to work with and totally up for anything, and it shows in the creative.”

The spots feature Dak Prescott, Brandon Aubrey, Caleb Downs, DeMarvion Overshown, and even coach Brian Schottenheimer. From product excitement to misunderstood hangouts, the spots feature the H-E-B brand of humor that is the trademark of their other sports partnerships. Plot Twist also treats fans to a music video style spot that features the legendary Dallas Cowboys Cheerleaders.

“The production challenge with the players was to get an entire season’s worth of content for all media in just a few contracted hours,” Smith said. “Our partners at Sugar Films and director Ben Orisich expertly pulled off that miracle. The music video idea was created by one of H-E-B’s internal teams, and they brought it to us to produce as part of our spot package. It was a huge undertaking with director Warren Fu and Partizan, including almost 100 dancers and custom choreography and a massive shoot at the Ford Center. All told, the campaign was many months of work we couldn’t tell anybody about, so we are very pleased to see it finally out in the world. And we’re very grateful that H-E-B trusted us with such a massive assignment.”