The Richards Group and the Spurs Are Back for H-E-B

By Erik Oster 

Another December, another campaign from The Richards Group for H-E-B starring the San Antonio Spurs. We’ve written about previous campaigns from The Richards Group and Sugar Film Production for the grocery store chain in December of 2013, and again last year. Now, The Richards Group and Sugar Film Production are back with yet another Spurs-fueled effort, featuring the return of Tim DuncanTony ParkerManu Ginobili and Kawhi Leonard, along with new-arrival LaMarcus Aldridge

As with previous efforts, the campaign takes a humorous approach, playing off the player’s different personalities. In “Cooking Class,” Parker attempts to teach his teammates how to cook jalapeño poppers, while Aldridge wears what looks like a welding mask to protect himself from the peppers’ heat and his other teammates prove a general ineptitude for cooking. When Duncan suggests they just buy H-E-B’s version instead, everyone but Parker quickly agrees. Other spots tackle the players’ welcome gifts for Aldridge, Ginobili’s “Chicken Retreat,” the naming of a “New Boat,” and “Stronger Than Coyote” testing , while promoting a variety of H-E-B products. As such a regionally-focused effort, the goofy humor may endear itself to fans of the team who know the players’ on and off the court personalities, while leaving those who don’t follow the team scratching their heads. The series will undoubtedly remain popular with the Spurs faithful, however, and we expect to see another follow up next year.

Client: H-E-B
Titles: “Chicken Retreat,” “Gifts for LaMarcus,” “Stronger Than Coyote,” “New Boat,” Cooking Class” 5 x :30
H-E-B Group Vice President Marketing/Advertising: Cory Basso
H-E-B Senior Advertising Account Manager: Judi Janney
H-E-B Advertising Account Manager: Jenny Williams
H-E-B Creative Copywriter: Martha Martinez
Agency: The Richards Group
Brand Creative/Creative Group Head: Chris Smith
Brand Creative/Writer: Wendy Mayes
Brand Creative/Art Director: Bo McCord
Brand Creative/Writer: Steve Grimes
Brand Creative/Art Director: Kevin Reid
Brand Creative/Writer: Rachel Dawer
Brand Creative/Art Director: Sonia Amin
Brand Management: Derek Darst
Broadcast Producer: Kim Alexander
Broadcast Business Affairs: Devona Mayeur
Production Company: Sugar Film Production
Director: Chris Smith
DP: Afshin Shahidi
Executive Producer: Tony Miglini
Head of Production: Michelle Isbell
Editorial: Treehouse
Editorial Executive Producer: Jeremy Besser
Offline Editor: Jason Payne