Matthew McConaughey is a 2D man in a 3D world in Doritos’ new #FlatMatthew Super Bowl campaign via Goodby Silverstein & Partners

After fans begged for it, Frito-Lay brought back the cult classic Doritos 3D—a snack that adds a new dimension to the iconic triangular chip. Goodby Silverstein & Partners have brought this extra dimension to life with a Super Bowl spot starring Matthew McConaughey, who plays what might just be the weirdest role of his career—that of a 2D man living in a 3D world. Meet Flat Matthew.

Directed by Academy Award winner Damien Chazelle, the spot imagines a world where McConaughey wakes up to find that he’s a paper-thin version of himself.

This newfound flatness adds challenges to every part of the star’s day, whether he’s walking his dog or meeting celebrities such as Jimmy Kimmel and Mindy Kaling on live TV.

The only way out of this 2D conundrum? Doritos 3D, of course. GS&P also allowed the entire world to experience life in 2D by creating the first-ever TikTok filter that turns people flat. On Snapchat fans were able to use AR to become part of the spot and even buy the product straight from a virtual vending machine.

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