Matthew McConaughey and Woody Harrelson reprise their True Detective roles in a new ad directed by series creator Nic Pizzolatto. The campaign, True to Texas, aims to persuade the Texas legislature to increase incentives for film and TV productions, positioning Texas as a major industry hub.
The ad also features Dennis Quaid, Billy Bob Thornton, and Renée Zellweger. McConaughey, embodying Rust Cohle, declares, "Hollywood is a flat circle, Woody… a whole new hub for film and television. A renaissance. A rebirth." Harrelson echoes the sentiment, arguing Texas could become "the new Hollywood."
The initiative comes as Texas competes with states like Georgia and New Mexico, which already offer attractive incentives. In October, Yellowstone co-creator Taylor Sheridan expressed frustration that his Texas-set film Hell or High Water was shot in New Mexico due to better incentives. Recently, the Texas Senate proposed a $498 million budget to revamp film incentives, including $48 million in grants for smaller productions and $450 million in tax credits requiring local residency for workers.
While this reunion may spark hopes of a new True Detective installment, there is no official sequel in the works. However, fans can still enjoy McConaughey and Harrelson’s iconic chemistry in this cleverly crafted ad.
