On Sunday, February 8, Ritz will debut a new Super Bowl advertisement during the third quarter, showcasing Scarlett Johansson alongside Jon Hamm and Bowen Yang. Produced by Mondelez International, the nearly century-old snack brand presents a comedic concept set on “Ritz Island,” where the humor reflects the brand’s famously salty flavor. This campaign follows Ritz’s 2025 Super Bowl effort, which starred Aubrey Plaza, Michael Shannon, and Bad Bunny trading witty remarks at the “Salty Club.” The new commercial continues to use humor and celebrity charisma to engage viewers while promoting the brand.
Strategic Celebrity Casting to Modernize the Ritz Brand
Steven Saenen, Mondelez International’s category president of savory snacking, explained that the campaign aims to
“modernize the brand, casting the brand in a new light for consumers.”
Rather than relying on a single star, Ritz, like other brands, is incorporating a diverse ensemble of celebrities to attract a wider audience. Saenen emphasized that the casting of Johansson, Hamm, and Yang each provides
“something different, a very unique personality, unique cultural elements.”
This variety is intended to make multiple fan communities feel “heard and seen and celebrated.”
Broader Celebrity Lineups in Super Bowl Advertising
Ritz joins a growing number of companies employing multiple well-known entertainers in their Super Bowl ads to capture viewer interest. For instance, Instacart features Ben Stiller and Benson Boone in its commercial, while Bud Light’s ad includes Post Malone, Shane Gillis, and Peyton Manning. This approach aims to spread appeal and engagement across different fan bases rather than depending on one headline celebrity.
Proven Success Encourages Repeating the Winning Formula
Reusing a similar concept to the 2025 campaign is not accidental, as Saenen noted the brand’s positive outcomes from that effort. “We gained market share,” he said, adding that Ritz also “gained about a million households.” This growth highlights the effectiveness of pairing humor with well-selected stars to strengthen consumer connection and increase brand presence.
Super Bowl Advertising Costs and Context
The 2026 Big Game, airing on NBC and featuring the Seattle Seahawks against the New England Patriots, demands premium advertising investments. NBC is reportedly charging between $7 million and over $10 million for a 30-second commercial slot, underlining the importance brands like Ritz place on this high-visibility event to reach millions of viewers at once.
