Has anyone checked in on the Matthews lately? Broderick, McConnaughey, Perry, how are you all feeling—dimensionally speaking?
In a new teaser for Doritos’ 2021 Super Bowl ad, the brand indicates that a mysterious Matthew may have opted for a simpler way of being in the world.
On the set of what appears to be Jimmy Kimmel Live!, the show host urges Mindy Kaling to “be cool” when she catches sight of his next guest poised to walk on stage. He’s got a new look, Kimmel explains to a puzzled Kaling: “Like a look that no one’s ever had before.”
As Kaling turns, her jaw drops—and the screen goes black. #FlatMatthew flashes across the screen, followed by the date of the Super Bowl, Feb. 7.
Frito-Lay announced earlier this week that the Doritos Super Bowl spot, one of three that the snack company will be airing during the Big Game, will focus on its new Doritos 3D Crunch line of snacks—a reboot of a product from the late 90s.
While the product had a dedicated fan following, Doritos 3D was discontinued in the early 2000s. Now, after nearly two decades, the brand is bringing them back in style.
Calling the Doritos 3D Crunch Frito-Lay’s “biggest innovation in a decade,” the company’s svp and CMO Rachel Ferdinando said in a statement that the brand “wanted to share in a big way.”
“To be able to showcase this breakthrough flavor on the Super Bowl with the help of the incredible Jimmy Kimmel and Mindy Kaling is awesome,” Ferdinando continued. “I can’t wait to reveal our third mystery character in the story.”
The brand has had a longstanding presence at the Big Game, establishing itself as a staple through its 10-year “Crash the Super Bowl” contest which wrapped in 2015. Doritos’ Super Bowl ad featured significant star power last year, as well. In the spot and its multiple teasers, actor Sam Elliot and hip-hop/country music artist Lil Nas X played out an Old West-style rivalry over a bag of Cool Ranch Doritos.
As fans look forward to Feb. 7, there’s sure to be speculation regarding who—or what—has gone two-dimensional in service of Doritos 3D Crunch.
And with an estimated 1.5 million people named Matthew in the United States alone, it’s anybody’s guess as to who’s opted for the Flat Stanley treatment, and why.