Actors Matthew McConaughey and Woody Harrelson have reunited onscreen for the first time in years, reprising their roles from the fan-favorite anthology series "True Detective" in a brand-new campaign.
Helmed by series director Nic Pizzolatto, a short film titled "True to Texas" urges the Texas Legislature to increase funding for the state's film incentives program.
Joining the iconic duo is a star-studded cast of A-list actors, including Dennis Quaid, Renée Zellweger, and Billy Bob Thornton.
Together, the actors argue that boosting their state's incentives could transform it into a major filmmaking hub capable of rivaling Hollywood, bolstering the local economy in the process.
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In a statement, Quaid called the commercial "a love letter to Texas."
"We’ve got everything filmmakers need: world-class talent, breathtaking locations, and a state that welcomes creativity with open arms. It’s time to bring the spotlight back to Texas and show the world what we can do," he added.
The push for film incentives comes as Texas Lt. Gov. Dan Patrick recently unveiled his top 40 senate bills, including Senate Bill 22, which is titled "Establishing Texas as America's Film Capital."
Another key piece of legislation, Senate Bill 1, proposes allocating $498 million to revamp the Texas Film Initiative and position the state as a premier movie production hub.
Both the content and the context of "True to Texas" tell an interesting story of industry professionals working together to achieve a goal.
As a direct pitch to government legislature, the spot goes beyond just creative production and guest appearances to serve a broader purpose for the benefit of many.
By framing the issue as both an economic opportunity and a cultural imperative, True to Texas strategically appeals to policymakers and industry stakeholders alike.
The campaign not only spotlights the state's rich cinematic heritage but also underscores the broader economic ripple effects — job creation, tourism, and infrastructure investment — that come with revitalizing local film production.
Bringing it Home
A four-minute spot, styled after the duo's iconic "True Detective" roles, opens with Harrelson driving down a Texas highway as McConaughey rides shotgun.
The two discuss the importance of bringing Texas movies back to the state, comparing Hollywood to "a flat circle."
Soon after, the scene takes a humorous turn when the camera reveals a handcuffed Quaid in the backseat casually joining the conversation.
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! pic.twitter.com/iMpRMRx2Hj
— Matthew McConaughey (@McConaughey) January 29, 2025
Momentum builds as McConaughey receives calls from Thornton and Zellweger, all reinforcing the film industry's potential impact on the Texas economy.
After an informative discussion, McConaughey ends the spot by fixing his piercing gaze on the camera to say: "You don't like what Hollywood's been dishing? Let's take over the kitchen."
Last month, McConaughey also appeared in a teaser for Uber Eats' upcoming Super Bowl ad.
