Advertising Super Bowl

Read the Fun Story Behind the Concept of Plot Twist’s H-E-B Super Bowl Spot ‘Shopping for Love’

There is a fun story behind the client choosing this particular H-E-B spot, “Shopping for Love,” as it was created by Plot Twist’s most junior creative team, Payton Lambert (AD) and Hanna Tinsio (CW). It was originally presented over a year ago, shortly after Payton had joined the agency after graduating from the University of Alabama’s Minerva creative portfolio program. Soon after that, Hanna joined the agency straight out of UT/Austin’s Texas Creative program.

This spot is based on the insight that Texas shoppers have a unique love for H-E-B. This love isn’t just for the store itself, but for individual distinctive items they can’t find anywhere else. That might be a unique ice cream flavor, a spicy kind of chips, or, in this case, a specific coffee blend.

What starts out as a routine shopping trip for two young strangers soon becomes a magical moment where they’ve met the love of their life, complete with romantic lights and rose petals and even the iconic strains of “Careless Whisper.” But all is not as it appears, and the spot ends with a memorable and endearing twist. The result speaks to shoppers’ devotion in a way that only H-E-B can.”

The team had a lot of early success selling work, and decided to bring back a revised and updated version of the spot for this year’s Super Bowl. The client selected it from a batch of eight finalist scripts because they felt it told a sweet, fun little story that reflected the kind of brand love they want to engender, but in a Super Bowl-worthy way. It’s worth noting that the spot features an iconic pop song that was recorded a decade before either member of the team was born.


Agency: Plot Twist Creativity

Chris Smith
Principal, Chief Creative Officer

Bo McCord
Creative Director/Art Director

Hanna Tinsio

Name: Payton Lambert
Title: Art Director

Kim Alexander
Director of Production

Matt Butcher
Principal of Strategy

Michael Nortman

Jerry Valencia
Account Supervisor

Director: Joseph Kahn, Supply & Demand

Producer: John Gilliland

Editor: Jason Payne, Recess

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.