We had such fun interviewing Chris Smith, Principal & CCO of Plot Twist Creativity, a Dallas-based ad agency whose clients include H-E-B, Central Market, Children’s Health, Coca-Cola Southwest Beverages and more. Chris offered his insights into this year’s most memorable Super Bowl LIX commercials.
He particularly appreciated the Lay’s campaign, which highlights family farms. “It was a refreshing change from the usual wacky ads,” he says, noting the heartwarming message that cut through the noise of other over-the-top commercials. He also shares his love for Doritos’ “Abduction” ad, admitting “It made me laugh out loud.”
Chris gives a nod to the Uber Eats spot featuring Matthew McConaughey, noting how the actor play multiple roles while maintaining the right rhythm and humor. “It had little rewards along the way,” he added.
When discussing his agency’s own work for H-E-B, Chris expresses pride in capturing the essence of Texas pride. The commercial, celebrating H-E-B’s 120th anniversary, features a country song he wrote, with the music composed by Shindig Music and performed by country artist Aaron Watson. “It really resonated with Texans,” Chris explains, adding that the line about “No beans” in chili sparked a bit of controversy online. “It’s fun when something like that catches on,” he says, reflecting on the authenticity of the ad and its connection to local culture.
Chris emphasized the challenges of creating a Super Bowl ad, from handling approvals to producing the content. “You have to take a swing,” he says, “and we’re grateful to H-E-B for trusting us with that.”
Watch the interview…
