The Richards Group Debuts Funny New Spurs H-E-B Campaign

By Erik Oster 

Texas stalwart The Richards Group teamed up with Sugar Film Production and director Chris Smith to create a new, four spot campaign for H-E-B.


The 30-second spots — “One For Each,” “Laundry Sorting,” “Splendid” (featured above)– all feature those fundamental playoff perennials/San Antonio Spurs stars Tony Parker, Manu Ginobili, Tim Duncan, and Kawhi Leonard in humorous scenarios. Each of the spots employs a type of self-depreciating humor too often absent from self-serious athlete endorsements. Even more refreshing is that the majority of the spots actually succeed at being funny. This is all thanks in large part to solid writing. The Richards Group delivers “scripts tailor-made…for the personalities and idiosyncrasies of the players…” and it really shows.

The funniest of the spots, “Splendid,” features Tony Parker and Manu Ginobili taking a steak dinner at home a little too seriously. “Laundry Sorting” is almost as amusing, highlighting Kawhi Leonard’s impressive laundry skills. “One For Each” and “Tough Talk” see the Spurs stars talking up H-E-B sauces and Mootopia (a type of post-workout drink) respectively. Stick around for “Laundry Sorting” after the jump.


Client: H-E-B

Titles: “One For Each,” “Laundry Sorting,” “Splendid,” “Tough Talk,” 4 x :30

Group VP Advertising and Marketing: Cory Basso

Director of Advertising: Shelley Hannon

Senior Account Manager: Lena Delgado


Agency: The Richards Group

Brand Creative Group Head: Chris Smith

Brand Creative/Art Director: Bo McCord

Brand Creative/Copywriter: Wendy Mayes

Brand Creative/Copywriter: Brittany Sarrett

Brand Creative/Art Director: Kyle Kelley

Director of Broadcast: Greg Gibson

Agency Producer: Debbie Koppman

Business Affairs Manager: Sara Sax

Business Affairs Manager: Devona Mayeur

Brand Management: Howard Blevins


Production Company: Sugar Film Production

Director: Chris Smith

Executive Producer: Tony Miglini

Line Producer: Michelle Isbell


Editorial: Fast Cuts

Editorial Executive Producer: Lisa Hill

Editorial Senior Producer: Barbara Sanders

Offline Editor: Jason Payne