Lance Avery Morgan
Here’s How Producer Vance Howard Helped Bring The Beloved Houston Oilers Coach Back To Life In A Cinematic Celebration Of Family, Football, And The “Luv Ya Blue” Era
By Lance Avery Morgan Photography courtesy of Love Ya Bum!
When producer Vance Howard talks about Luv Ya Bum!, the new documentary celebrating the life, leadership, and legacy of legendary NFL coach Bum Phillips, his voice carries the unmistakable warmth of someone who knows he’s been part of something special. He should. The film has already struck a deep chord: Winner of the 2025 SXSW Documentary Spotlight Audience Award, Luv Ya Bum! is now playing in select theaters and had a digital release on November 25.
Presented by Blue Harbor Entertainment and Lucky Number 8, and narrated by Texas-born actor Dennis Quaid, the film is a vivid, cinematic tribute to a man who didn’t just coach football; he helped shape the soul of Houston in the 1970s. Featuring rare archival footage and powerhouse interviews with football greats, including Earl Campbell, Dan Pastorini, Peyton Manning, Sean McVay, Terry Bradshaw, Jerry Jones, J.J. Watt, Von Miller, DeMarcus Ware, and Bum’s own football-royalty family, Wade and Wes Phillips, the film does what no biography has quite accomplished: it reveals the heart behind the hat.
“We knew we had something special…”
For Vance Howard, hearing the film’s name called at SXSW was nothing short of surreal. “You spend so much time and energy on a project just hoping people connect with the story,” he says. “We knew we had something special, but seeing the audience respond like that confirmed it.”
That connection stems not only from the story itself, but from the collective artistry of a standout creative team: directors Sam Wainwright Douglas, David Hartstein, and Andrew Miller, co-editors Douglas and Don Swaynos, and acclaimed photographer Mark Burns, who filmed the interviews. Howard credits the film’s success to one thing: “Trust. Everyone brought something unique. Their mix of perspectives gave the film its depth.”
A Folk Hero, A Family Man, and the Soul of 1970s Houston
At its core, Luv Ya Bum! is more than a sports documentary; it’s a portrait of a man who blurred the lines between coach, cultural icon, and Texas folk hero.
“When I first sat down with Bum’s family,” Howard says, “hearing them talk about their dad with so much love made me realize there was so much more to the legend. His story hadn’t been fully told, and I felt a responsibility to help preserve it.”
What emerges is a deeply empathetic portrait. “People remember his one-liners and boots,” Howard says, “but he was a gentle, deeply caring leader. His players could feel it, and you see it in how they played.”
The film revels in the charm of 1970s Houston, an era of oil booms, cowboy swagger, and the architectural marvel of the Astrodome. “People say everything’s bigger in Texas, and in the ’70s Houston really lived up to that,” Howard laughs. “The city was booming and reinventing itself. Capturing that ambition on film was easy; the players brought it to life in every interview.”
Family at the Center of the Culture
Among the film’s most touching discoveries is never-before-seen footage of Bum turning football practice into a family affair.
“We found footage of players bringing their wives, kids, even pets, out to practice,” Howard says. “The field looked like a big family hangout. You can see how that closeness carried over into the way they played.”
That warmth extended far beyond the sidelines, weaving into the Phillips family coaching dynasty itself.
“Each generation kept Bum’s core values,” Howard says. “Bum built the foundation, but his children refined it and adapted it to their eras.”
“Luv Ya Blue” Wasn’t a Slogan, It Was a Love Letter
The documentary also reexamines one of Texas’ most beloved sports phenomena: the “Luv Ya Blue” movement that swept Houston during the Oilers’ playoff runs.
“‘Luv Ya Blue’ showed how much heart Houston has,” Howard says. “Even when the Oilers lost, the city still filled the Astrodome to welcome them home. Houston stands by its people, win or lose.”
Football Royalty on Film
With interviews that span generations, from Earl Campbell to Peyton Manning to J.J. Watt, Howard says every conversation added a new facet to Bum’s legacy.
“They all added layers we wouldn’t have gotten without them,” he says. “Everyone had a story about how Bum impacted them or influenced the game.”
Dennis Quaid’s Narration with Soul & A Legacy That Still Echoes
Narrator Dennis Quaid, a Houston native himself, was the finishing touch. “Dennis was a joy to work with,” Howard says. “He understood the era immediately. His narration tied everything together.”
With Luv Ya Bum!, Howard and his team deliver not just a sports documentary, but a love letter to leadership, loyalty, and the Texas-sized heart of a man who built a movement.
Bum Phillips once famously said, “I never won a game, my players did.”
Now, with Howard’s help, he wins something even bigger: a story told with honesty, humor, and all the heart of Houston behind it.
