Mondelez International’s Ritz crackers will showcase a new Super Bowl commercial featuring Scarlett Johansson, Jon Hamm, and Bowen Yang on Sunday, February 8. The ad, airing during the third quarter, highlights the playful antics on “Ritz Island,” reinforcing the brand’s hallmark taste with humor, while promoting the Scarlett Johansson Ritz Super Bowl campaign.
The Creative Direction Behind the Campaign
The commercial builds on the approach Ritz used in its 2025 Super Bowl ad, where Aubrey Plaza, Michael Shannon, and Bad Bunny delivered witty exchanges at the “Salty Club.” This year’s spot continues to use a group of well-known personalities to capture audience interest rather than relying on a single star.
“This is about modernizing the brand, casting the brand in a new light for consumers,”
says Steven Saenen, category president of savory snacking, in a recent interview.
Leveraging a Diverse Ensemble for Broader Appeal
Ritz joins other advertisers like Instacart and Bud Light, who have selected multiple celebrities for their Super Bowl spots to broaden viewer engagement. Instacart’s ad includes Ben Stiller and Benson Boone, while Bud Light features Post Malone, Shane Gillis, and Peyton Manning.
The approach aims to widen Ritz’s connection with consumers, a strategy that proved successful last year. “We gained market share,” Saenen notes, adding,
“And we gained about a million households.”
Bringing Unique Personalities Together
Saeen emphasizes the distinctive qualities each actor brings to the campaign. Hamm, Yang, and Johansson share connections through “Saturday Night Live,” adding versatility to the ad. According to Saenen,
“Each actor brings something different, a very unique personality, unique cultural elements,”
and he hopes this diversity allows
“every fan out there [to] feel heard and seen and celebrated.”
Super Bowl Advertising Costs Reflect the Stakes
As NBC prepares to broadcast the game between the Seattle Seahawks and New England Patriots, advertising slots remain highly prized, with prices for a 30-second commercial ranging from $7 million to over $10 million. For Ritz, investing in such a star-studded ensemble highlights the brand’s commitment to expanding its market presence during one of the biggest television events of the year.
