Chris Smith knew they struck a chord when he began to see his creative team’s phrases and one-liners on fan-made signs at Spurs games. Suddenly, a vocabulary test word like indubitably was inextricably linked with Spurs fandom.
“That was when we said, ‘Alright, we’ve really tapped into something here.’ And the pressure was on to keep it at that level,” Smith admitted over the phone. “So that’s been fun.”
Smith, Brand Creative Group Head at the branding and advertising agency the Richards Group in Dallas, led the team in charge of writing scripts for the H-E-B commercials starring San Antonio Spurs stars like Tim Duncan, Manu Ginobili and Tony Parker.