H-E-B Takes on the Super Bowl

H-E-B ad headed for Super Bowl stars Billy Bob Thornton, but where's J.J. Watt?

H-E-B Super Bowl ad stars Billy Bob Thornton, but where's J.J. Watt?

Billy Bob Thornton
Academy Award winner Billy Bob Thornton on H-E-B bandwagon. Courtesy of Facebook

Academy Award winner Billy Bob Thornton might hail from Hot Springs, Arkansas, but that western/southern lilt to his speech seems to set just the right Texas tone for H-E-B's Super Bowl ad that will premiere Sunday between the third and fourth quarters of the game.

We guess that popular H-E-B spokeman J.J. Watt had too much of a "Scansin" accent and pitchman Scott McClelland's perfect California diction wouldn't do for the visually lavish 60-second ad embracing everything good about the Lone Star State. While we don't actually see Thornton in the commercial, he narrates the glowing tribute and what it takes "to make a Texas."

If you miss the add in its regional airing during the Super Bowl, you'll be able to catch it on stations throughout the state starting on Monday. 

“At H-E-B, we wanted to convey our passion for all things Texas,” said Cory Basso, H-E-B Group Vice President of Marketing and Advertising.

Adweek estimates that the cost of regional Super Bowl commercials ranges from under $1 million to more than $3 million, while a 30-second national spot reportedly costs $4.5 million.

You can get an early look at the H-E-B commercial here and a look at Adweek's choice for the eight most notable regional spots here.