SBD/June 20, 2014/Marketing and Sponsorship

Texans' J.J. Watt Films Four New H-E-B Commercials To Air During NFL Season

Texans DE J.J. Watt and "a guy playing a ukulele" last week filmed four new H-E-B commercials that will "be ready for football season," according to Ken Hoffman of the HOUSTON CHRONICLE. Watt last year was "the butt of the joke in H-E-B commercials," but this year, it is H-E-B Houston President Scott McClelland's turn. McClelland "began starring in H-E-B commercials five years ago," first working with former NFLer David Carr and former MLBers Roger Clemens and Andy Pettitte. McClelland last year brought Watt "into the campaign" because he "moves product." McClelland said, "Last year, we did a spot with J.J. and his mother for our Texans Tackle Crackle ice cream. It was our best-selling flavor of ice cream for 16 straight weeks." But Watt still "struggles to make his personality larger for TV commercials." The H-E-B spots are produced and written by Dallas-based Richards Group (HOUSTON CHRONICLE, 6/20).
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