NEW WORK: Sugar's Smith Goes Greek with the Spurs in New Comedic Campaign for H-E-B


NBA champions get funnier and funnier in anticipated campaign.

Last Updated: November 21, 2014 2:52 am GMT
(Los Angeles, California--November 21, 2014) Sugar Film Production director Chris Smith continues to raise the bar in comedic athlete performances in the latest campaign for H-E-B out of The Richards Group. Starring players from the San Antonio Spurs, the four-spot campaign shows that the latest championship ring does not weigh down the stars of the Texas team. The campaign includes the :30 “Toga,” which features an unimpressed Tim Duncan returning from a workout to find Tony Parker, Patty MIlls, Kawhi Leonard and Manu Ginobili decked out in homemade togas to fully immerse themselves in their enjoyment of H-E-B’s new greek yogurt. The campaign also includes the :30s “Wise,” “Slogans” and “Barbie.” Always showcasing refreshingly natural and funny performances, the lighthearted H-E-B work offers unique insight into the esteemed squad’s own brand of teamwork, with a lineup of self-depreciating humor that plays on the athletes’ individual idiosyncrasies.


to view “Toga,”

to view “Wise,” and HERE to view “


Chris Smith has directed the always-anticipated H-E-B/Spurs campaigns with The Richards Group for nearly a decade. Tasked with crafting the four spots and confined by a fast-paced shoot schedule, Smith brought on a highly experienced and seasoned crew that was able to deftly work as elite production athletes throughout the shoot. Even with their fifth NBA championship under their belt, the Spurs players continue to not take themselves too seriously and arrived on set eager to dive headfirst into the custom-tailored comedy. Notes Smith, “Working with these guys, you can really tell what makes them world champions. Their ability to go into a huddle, takes notes and run with them—while adding their own individual flavor—makes them a lot of fun to work with each year.”

Credits: -

Client: H-E-B

Titles: “Barbie,” “Wise,” “Slogans,” “Toga” 4 x :30

H-E-B Group VP Advertising and Marketing: Cory Basso

H-E-B Senior Advertising Account Manager: Judi Janney

H-E-B Advertising Account Manager: Jenny Williams

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

Brand Creative/Copywriter: Steve Grimes

Brand Creative/Art Director: Kevin Reid

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

Head of Production: Michelle Isbell

Editorial: Fast Cuts

Editorial Executive Producer: Lisa Hill

Editorial Senior Producer: Barbara Sanders

Offline Editor: Jason Payne

About Sugar Film Production

Sugar is in Santa Monica, CA, with an office in Dallas, TX. We're a group of hard working, friendly people. We're both gear-heads & film nerds. We specialize in being a consistent resource for agencies with brands requiring flexible production and direction approaches.


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