RITZ Crackers is heading back to the Big Game with a playful new spot that leans all the way into the brand’s salty swagger. Airing during the third quarter, the 30-second commercial titled “RITZ Island” stars Jon Hamm, Bowen Yang, and Scarlett Johansson in a sun-soaked fantasy where saltiness isn’t just tolerated, it’s celebrated.
Set on a beachy island getaway, the ad opens with Hamm and Yang perched in a treehouse, tossing salty commentary down at partygoers enjoying RITZ Crackers below. Their hesitation doesn’t last long. Johansson makes a dramatic entrance on a jet ski, inviting the duo to join the fun. Moments later, all three descend into the party, cracking open RITZ Crackers and embracing the buttery, salty goodness together. Watch below:
“The Big Game is where culture, entertainment, and sports collide,” said Steven Saenen, Category President, Savory Snacking. “We’re continuing to evolve RITZ into a modern, culture-shaping brand by leaning into what people love most about the product and pairing it with humor, heart, and signature saltiness.”
For Hamm, the appeal was immediate. “Who wouldn’t want to escape to RITZ Island for a day?” he said. Yang echoed the sentiment, calling the crackers “a star in their own right” and noting that the campaign marks his first Big Game appearance.
Johansson added that the brand’s willingness to embrace its salty side made the spot especially fun. “Collaborating with RITZ Crackers on this Big Game commercial was such a thrill. The RITZ brand is having a lot of fun leaning into its salty side, and the energy of this spot totally reflects that. It’s bold, playful and a little unexpected, and I loved getting to jump in and bring that spirit to life with Jon and Bowen.”
Developed in collaboration with MARTIN*, Hungryman, Inc., and Publicis Production, and directed by Dan Opsal, the campaign marks RITZ’s return to football’s biggest advertising stage with a fully integrated, 360-degree push. The effort includes in-store activations throughout the season and the release of limited-edition football-shaped crackers, reinforcing RITZ’s position as a game-day staple.
With “RITZ Island,” the brand delivers a reminder that when it comes to the Big Game, a little salt goes a long way.
CREDITS:
BRAND: RITZ
AGENCY: MARTIN*
PRODUCTION COMPANY: hungryman
Director: Dan Opsal
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