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Mondelēz snack brand RITZ Crackers made its Super Bowl debut with a new campaign that leans into its saltiness — both in flavor and attitude.
Created by The Martin Agency, Gifted Youth, and PXP, the ad introduced viewers to the "RITZ Salty Club," an exclusive lounge set in Utah’s salt flats and filled with famously salty personalities.
The 30-second commercial aired in the first quarter starred actors Aubrey Plaza and Michael Shannon, both known for their dry wit.
However, the spot takes an interesting turn when artist Bad Bunny joins the fray, as they all engage in a salty yet playful exchange.
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"The Big Game offers a unique opportunity to catapult a brand to new heights," Mondelēz Senior VP Biscuit Tanya Berman shared in a press release.
"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 added.
By teaming up with big personalities for its Super Bowl debut, RITZ isn't just reinforcing itself as a go-to snack for Game Day — it's also kicking off a new era of creative marketing while staying true to its legacy of bringing people together.
Bunny Crashes the Salty Club
Directed by Jake Szymanski, the short spot starts off at Utah's Salt Flats, where Plaza and Shannon are greeted by their unimpressed, "salty" co-workers.
The two then engage in an argument over who's the saltier celebrity.
"When I smile, people assume it's a glitch," Shannon argues. Meanwhile, the "Parks and Recreation" star rebutts by claiming to be the "human version of Monday."
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As soon as the discourse ends, the two enjoy a bite of their RITZ crackers, praising their butteriness and saltiness.
Things take an unexpected turn when global music star Bad Bunny appears, happily snacking on RITZ crackers.
His enthusiasm is immediately met with mock disapproval from Plaza and Shannon, who remind him that smiling and positivity don’t fit the club’s rules.
"Read the sign, Bunny!" Shannon hilariously shouts at the artist, as he points to a "NO SMILING ALLOWED" sign.
However, Bunny shrugs it off and tries to get the better side of the two by being his playful self — even if it was met with a salty attitude.
"RITZ, loved by everyone, even the saltiest," the narrator shares, as the spot ends.
Big names are a common occurrence during Super Bowl season, one of advertising's biggest annual events.
Recently, Frank's Redhot teamed up with celebrity Paris Hilton for a spot turning up the heat for the Big Game.
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