Matthew McConaughey is #FlatMatthew in Doritos spot

(A different side of Matthew McConaughey)

Aha! We now know who #FlatMatthew is. To celebrate the return of one of the most anticipated Frito-Lay product launches in history, Doritos 3D Crunch, Doritos has enlisted the help of one of the most dynamic and multi-dimensional stars around, Matthew McConaughey (Dallas Buyers Club, Interstellar, Wolf of Wall Street), for its Super Bowl LV campaign, #FlatMatthew.

In the full TVC that was released today, McConaughey, an actor known for everything but being ‘flat,’ will show just how dull 2D life can be — a problem only Doritos 3D Crunch can solve.

Fans were invited to catch a first glimpse of this year’s commercial in a series of teaser videos unveiled in January. The teasers kept fans buzzing about who #FlatMatthew could be and in their culmination, revealed that #FlatMatthew is in fact the beloved McConaughey.

The full TVC, created by Goodby, Silverstein & Partners and directed by Damien Chazelle (La La Land, Whiplash), follows McConaughey as he takes on the persona of #FlatMatthew and hilariously struggles through the most mundane day-to-day tasks, like getting ready in the morning and walking his dog.

After ‘falling flat’ on Jimmy Kimmel Live in front of fellow guest Mindy Kaling, he stumbles upon a vending machine with Doritos 3D Crunch. With just one magical bite of the chips, McConaughey transforms back to the multi-dimensional, dynamic Matthew everyone knows and loves. Except now he’s stuck in a Doritos vending machine. Watch below:

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“Doritos is a flagship brand of PepsiCo’s Frito-Lay division and has been a Super Bowl fixture for decades. We’re thrilled to continue this tradition with this year’s dynamic Super Bowl commercial alongside Matthew McConaughey, Mindy Kaling and Jimmy Kimmel as we celebrate the much-anticipated return of Doritos 3D Crunch,” noted Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America. “We pride ourselves on Doritos Super Bowl commercials bringing smiles to fans’ faces each and every year and are confident that this year’s #FlatMatthew campaign will deliver once again.”

#FlatMatthew will be one of three brand campaigns from Frito-Lay on Super Bowl Sunday, making it the broadest presence the company has had to date during the Super Bowl. Yesterday, we reported Cheetos unveiled its Super Bowl commercial featuring Ashton Kutcher, Mila Kunis and singer Shaggy and the brand’s its first ever portfolio commercial to be featured on Super Bowl Sunday, “‘Twas the Night Before Super Bowl,” which includes the most NFL legends ever featured in a PepsiCo commercial.

At Home Activations

Fans are encouraged to interact with this year’s Doritos campaign from their own homes. Creators and fans can head to TikTok to try out a new Branded Effect to turn themselves fully flat to discover what they’d look like as their own version of #FlatMatthew.

The TikTok challenge will be paired with the commercial’s track from Queen, I Want To Break Free. Two interactive lenses are available via Snapchat — one AR experience allowing fans to place a Doritos 3D Crunch vending machine in their home (and purchase a bag right there) and a second face lens giving fans the chance to ‘flatten’ themselves just like #FlatMatthew.

One could say Doritos Super Bowl effort is kind of flat… but in a good way. What do you think? For a complete rundown of Reel 360’s Super Bowl coverage click here.

Super Bowl LV airs February 7 on CBS at 6:30 PM EST, 5:30 PM CST and 3:30 PST.