H-E-B's love letter to Texas

Supermarket brand H-E-B returns with its latest Big Game campaign, Baby Wants Tortillas. Directed by Madeline Clayton and produced by LA-based production company JOJX, the film is a tongue-in-cheek love letter to Texan culture, told through a baby’s innocent but intense longing for H-E-B’s renowned tortillas.

Produced collaboratively by Plot Twist Creativity/Dallas and JOJX, the campaign celebrates the small, lived-in moments that define real families, bringing this Super Bowl story to life with observational humour, comedic close-ups and an authentic look at the lengths we go to get what we want.

“H-E-B is a pinnacle of Texan culture,” says Madeline Clayton. “They’re the real deal. Making this Super Bowl spot was a highlight of my year. The teams at Plot Twist and H-E-B were full of trust, ideas and openness. We cruised through prep, and despite the odds of working with such a young baby, the performances just kept landing. It was a true honour to collaborate so genuinely with everyone involved.”