Sugar's Chris Smith Scores with Laughs in the Latest Spurs Campaign for H-E-B

Sugar Film Production director Chris Smith delivers yet another overtime win of athlete comedians in the latest campaign for H-E-B out of The Richards Group. Starring players from the San Antonio Spurs, the five-spot campaign bolsters the signature brand of self-aware humor that fans have come to expect from the Texas team. The campaign includes the 30 second “Cooking Class,” which features point guard Tony Parker attempting to lead his apparently incompetent teammates in a cooking class to make Jalapeño Poppers. Unfortunately, his teammates clearly display their ineptitude at cooking, with LaMarcus Aldridges dressed in an ensemble more suited for welding, Tony Parker hoping to use a knife that more closely resembles an ornate dagger and Kawhi Leonard distracted by his too-small oven mitt. Tim Duncan finally dissembles the motley cooking crew by suggesting a solution more sensible to their abilities: buying H-E-B Jalapeño Poppers. The campaign also includes the 30 second 'Gifts for LaMarcus,' 'Stronger Than Coyote,' 'New Boat' and 'Chicken Retreat.' 

Chris Smith has directed the always-anticipated H-E-B/Spurs campaigns with The Richards Group for nearly a decade and continues to deliver natural performances, impeccable timing and subtle humor that draws on the player’s individual personalities.