Doritos teased that it would show a flat version of Matthew McConaughey in its Super Bowl ad. Now, viewers can see what all the #FlatMatthew fluff was about, and try out the look themselves.

In a 60-second Super Bowl spot, released today McConaughey is shown having some difficulties with everyday life because he’s flat. The viewer doesn’t know why he’s become #FlatMatthew, though the actor says he hasn’t been feeling quite like himself. Spoiler alert — he ultimately puffs back up to his normal self thanks to Doritos 3D Crunch.

First, the #FlatMatthew version of McConaughey is seen struggling with activities such as catching a football, getting coffee and walking his dog. There’s also an unfortunate incident with a robotic vacuum cleaner. Then, as the brand’s first teaser spot suggested last month, #FlatMatthew makes his way to Jimmy Kimmel’s show, where the host and guest Mindy Kaling see the flat man up close. 

“Did you drive here, or did you travel by fax?” Kimmel asks.

After the show, McConaughey spots a vending machine that sells only Doritos 3D Crunch. He makes his way into the machine, takes a bit of a new Doritos 3D Crunch, and his problem solved. But now, he’s stuck. 

“I Want to Break Free” by Queen is the soundtrack for the spot, which comes from Frito-Lay’s creative agency Goodby, Silverstein & Partners. It is set to run during the first quarter.

Doritos hopes to engage viewers beyond the in-game ad with two interactive lenses via Snapchat, one that puts the vending machine in their home using AR and one that allows fans to “flatten” themselves like McConaughey and then puff back up after visiting the machine. There’s also an effect on TikTok to look like a #FlatMatthew. And there’s a 3D version of the commercial available via Google Cardboard. People with Amazon Prime memberships can also get special bags of Doritos 3D Crunch delivered, the brand announced.

Frito-Lay launched Doritos 3D in 1998, with its “Laundromat” spot starring Ali Landry, which came from BBDO. The new version of the product debuted in late December.

Doritos teased this year's campaign with three videos, the first featuring Kaling and Kimmel, a second confirming McConaughey as the #FlatMatthew in the spot, and a third in which McConaughey narrates the reactions to his look but isn't shown.

To keep track of all the advertisers running national spots in the game, bookmark Ad Age’s regularly updated Super Bowl ad chart.

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