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Matthew McConaughey and Woody Harrelson have reprised their roles from the HBO series “True Detective” reunion in a new ad released ahead of the 2025 Super Bowl.
Written and directed by “True Detective” creator Nic Pizzolatto, the commercial sees the actors reunite to promote the True To Texas campaign, aimed at getting the Texas legislature to create new incentives for film and TV productions looking to film in the state.
The spot also includes appearances by Dennis Quaid, Billy Bob Thornton and Renée Zellweger.
The commercial opens with McConaughey and Harrelson (both Texas natives) in a car, channeling their Season One characters, Rusty Cohle and Marty Hart, respectively.
“Hollywood is flat circle, Woody,” McConaughey says from the passenger seat as Harrelson drives with Dennis Quaid in the backseat in handcuffs. “This industry is like somebody’s memory of an industry. I’m talking about a whole new hub for film and television. A renaissance. A rebirth.”
Quad interjects, suggesting a wholesale takeover, to which Harrelson responds, “A small fraction of Texas budget surplus to turn this state into the new Hollywood.”
The pair then rattle off names for the possible new Hollywood in the Lone Star State.
That’s when McConaughey’s cell phone rings, with Thornton on the line.
Informing them he’s “on set,” the “London Fields” alum shared, “Texas has pulled a boatload of money for film incentives” while urging them to “get on down here.”
Thornton wasn’t the only A-lister on the phone in the ad. Zellweger also jumped on the horn with Quaid.
Sitting on her couch in a Longhorns hat, the “Bridget Jones’s Diary” actress says that she spoke to Thornton, and she hears they are heading to Texas.
“Well, count me in. I’ve been hotel hopping in all these other states for way too long,” she said with a twang.
“If all these other states are going to offer incentives, then that’s where we’re going to keep going. I just wish we could bring some of these productions home to Texas,” Zellweger adds.
McConaughey captioned his post, “Texas stories deserve a Texas backdrop. That’s why I teamed up with Dennis Quaid, Woody Harrelson, Billy Bob Thornton, and Renée Zellweger for True to Texas. It’s time to bring film and TV productions home!”
The ad is light and fun and will surely be a favorite among the ads during this year’s Super Bowl commercials — but they have competition.
Meg Ryan and Billy Crystal also joined forces, reuniting for a “When Harry Met Sally” commercial with surprise guest Sydney Sweeney.
Super Bowl LIX takes place on February 9, with the Kansas City Chiefs facing off against the Philadelphia Eagles in New Orleans at 6:30 p.m. ET.