For the first time in its 90-year history, RITZ is dropping its first Super Bowl spot—and it’s doing so with salt, sass, and star power. The beloved cracker brand is launching its first-ever Big Game commercial, inviting viewers to the “RITZ Salty Club,” a surreal lounge where the saltiest personalities come together to revel in their shared snark.
Leading the charge are Aubrey Plaza and Michael Shannon, two actors known for their deadpan wit and delightfully salty personas. Filmed in New York on November 20, 2024, the 30-second spot will air during the first quarter, transporting audiences to the Utah salt flats, where an exclusive club exists for those who embrace life’s saltier moments—both literally and figuratively.
The ad kicks off with Plaza and Shannon casually lounging in the RITZ Salty Club, engaging in their signature brand of sarcastic banter about the buttery, salty perfection of RITZ Crackers. As they exchange quips, they’re joined by an eclectic cast of fellow salty personalities, including a teen glued to her phone and a grumpy toll booth operator.
The club’s offbeat, salt-themed decor adds to the humor, featuring a NO SMILING ALLOWED sign, a RITZ-shaped ice sculpture, and glowing salt lamps. But just when the club’s cynical energy is at its peak, the unexpected happens—global superstar Bad Bunny bursts in, happily munching on a cracker and exclaiming, “I love them!”
His enthusiasm is immediately met with judgmental glares from Plaza and Shannon, who remind him that such cheerful behavior violates the club’s core philosophy. But after some initial hesitation, Plaza and Shannon discover that Bad Bunny has a salty side too, and the group comes together in agreement over one universal truth: RITZ Crackers are undeniably delicious. Watch below:
For Tanya Berman, Senior Vice President of Biscuits at Mondelēz, the Super Bowl represents a unique opportunity to elevate RITZ to new heights. “We’re showing up like never before, bringing a lighthearted approach to the biggest stage, which we hope will get snackers across the country buzzing about RITZ,” she said.
The commercial, created by The Martin Agency, Gifted Youth, and PXP, was directed by Jake Szymanski, known for his tongue-in-cheek comedy in previous Super Bowl ads. With this campaign, RITZ is stepping into a new era—blending pop culture, humor, and nostalgia while staying true to its legacy as the snack that brings people together.
With sharp humor, an all-star cast, and an irresistible love for snacking, RITZ is making sure its first-ever Super Bowl ad is one fans won’t forget.
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