SUPER BOWL XLIX: Sugar's Smith Takes a Worldwide Trek for H-E-B Freshness


Last Updated: February 3, 2015 7:24 pm GMT
(Santa Monica, California--February 3, 2015) Sugar Film Production director Chris Smith tours the globe on a quest for the freshest ingredients in the charming :60 H-E-B 2015 Super Bowl Spot, “On The Road,” out of The Richards Group. The spot features an H-E-B employee packing a suitcase for a worldwide quest to source the freshest ingredients for the one-of-a-kind products of H-E-B’s Primo Picks line. The man makes his most valiant and earnest attempt to stretch his linguistic expertise and conquer local terrain as he goes straight to the source to extract queso from the Rio Grande Valley, lingonberries from Finland, balsamic vinegar from Italy, Celebration Cookies from Canada and fresh peppers for the delicious Pepper Toppers spreads from Peru.


to see the spot.

Having previously collaborated with H-E-B and The Richards Group on numerous campaigns since 2004, including five prior Super Bowl spots, Smith was well prepared to create a global adventure on a short production timeline. Since the spot was slated to shoot over three days in California and cover five extremely different countries, Smith took excitement for scouting the perfect locations to create an authentically international atmosphere throughout. Careful attention was also paid throughout casting to bring in a diverse ensemble of actors that was anchored by the inquisitive and genuinely engrossed hero making the trek.

“Nothing is better to me on a shoot than working with smart, creative, friendly people who trust in each other. It makes the process extremely enjoyable even if you hit snags or changes while on production,” notes Smith. “Each time we’re lucky enough to be chosen for an H-E-B Super Bowl campaign, it’s always an exciting time where you want to up the one from the previous year.”

About Sugar Film Production

Committed to achieving excellence on each project they tackle, and fostering an attitude-free company culture, Dallas/Santa Monica-based Sugar Film Production forges long-term client relationships through a welcoming work environment and spectacular results. Since 2001, Sugar has produced work for national clients including Shell, Ford, Pepperidge Farm, Anheuser Busch, Bridgestone, McDonalds and Sony Ericsson. Seasoned director Chris Smith leads the creative team, crafting engaging advertising projects through stunning visual narrative.


Client: H-E-B

Title: “On The Road” :60

Group Vice President, Advertising and Marketing: Cory Basso

Director of Advertising: Christine Mahr

Agency: The Richards Group

Brand Creative/Creative Group Head: Chris Smith

Brand Creative/Writer: Wendy Mayes

Brand Creative/Art Director: Bo McCord

Brand Management: Howard Blevins

Broadcast Producer: Kim Alexander

Production Company: Sugar Film Production

Director: Chris Smith

Executive Producer: Tony Miglini

Head of Production: Michelle Isbell

Editorial: Treehouse

Editorial Executive Producer: Jeremy Besser

Offline Editor: Jayson Limmer


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