Tecovas is following up its Super Bowl ad with Love Letter to Texas, a short film from director Jeff Nichols, best known for 2012’s Mud. Love Letter to Texas is full of things you’d expect—horses, sagebrush, lonely motel rooms—and one thing you might not: an upstart brand that quietly bankrolled the whole thing. “We did not set out to create a campaign. We wanted to put more of a cultural stake in the ground,” Tecovas vp of brand marketing Samantha Fodrowski told ADWEEK. “We want to evolve as a