The snack food giant Ritz is making waves again in high-profile advertising by enlisting three Hollywood recognizable faces for its upcoming Super Bowl campaign. Scarlett Johansson, Jon Hamm, and Bowen Yang have come together to create what promises to be one of the most talked-about commercials of the 2026 championship game, bringing their collective star power to the beloved cracker brand's latest creative endeavor.
Set against the whimsical backdrop of "Ritz Island," the commercial leans into a playful narrative that showcases the personalities of its A-list cast. The concept builds upon the brand's successful foray back into Super Bowl advertising, which began with their 2025 campaign. That earlier effort established a clever thematic throughline centered on embracing "salty" attitudes—a double entendre that references both the product's flavor profile and the sardonic, deadpan personas of the celebrities involved.
During a recent conversation about the project, the chemistry among the three actors was palpable. Bowen Yang, known for his scene-stealing performances on Saturday Night Live, couldn't help but express his enthusiasm for the collaborative experience. "This is the easiest day of work I've had in a long time," he remarked, a statement that drew immediate laughter from his veteran co-stars. His sentiment underscores the genuine rapport that developed during production, suggesting that the commercial's appeal will stem not just from clever writing but from authentic interactions among the talent.
The casting choices reflect a strategic blend of established Hollywood royalty and fresh comedic talent. Scarlett Johansson, an Academy Award nominee with decades of blockbuster experience, brings gravitas and widespread recognition to the campaign. Her involvement signals Ritz's commitment to securing top-tier talent that resonates across multiple demographics. Meanwhile, Jon Hamm, whose iconic role in Mad Men cemented his status as a cultural fixture, offers a perfect balance of sophistication and self-aware humor. His ability to poke fun at his own suave image makes him an ideal spokesperson for a campaign that doesn't take itself too seriously.
Rounding out the trio is Bowen Yang, whose meteoric rise in comedy circles has made him one of the most sought-after performers of his generation. His presence ensures the commercial will connect with younger audiences who appreciate his sharp wit and boundary-pushing humor. The combination of these three distinct personalities creates a dynamic that feels both unexpected and perfectly matched.
Beyond their professional contributions, each star brought personal anecdotes about their relationship with the product, adding layers of authenticity to their endorsements. Johansson revealed her preferred way to enjoy the classic cracker: "a little square of cheddar" perched atop the salty snack. This simple yet specific detail humanizes the celebrity, presenting her as someone who appreciates the same uncomplicated pleasures as everyday consumers. It's a subtle but effective technique in modern advertising—transforming distant stars into relatable figures through shared experiences.
Yang shared a charming tradition that speaks to the product's role in social gatherings. He explained that whenever he embarks on a group vacation, he typically stocks the rental house with Ritz crackers. This habit positions the brand as a facilitator of connection and communal enjoyment, tapping into the emotional resonance of shared meals and casual entertaining. Such personal touches elevate the commercial from mere product promotion to storytelling that viewers can see themselves in.
The 2026 campaign marks Ritz's second consecutive Super Bowl appearance, representing a significant investment in the big game's advertising platform. Their return follows the well-received "Ritz Salty Club" spot from 2025, which featured Aubrey Plaza and Michael Shannon playing up their own reputations for deadpan, sardonic delivery. That commercial concluded with a surprise cameo from music superstar Bad Bunny, creating a viral moment that extended the ad's lifespan far beyond its initial airing.
The success of the "Salty Club" concept appears to have emboldened Ritz to double down on the formula. By once again casting celebrities known for their particular brand of wit and slightly aloof public personas, the company is building a cohesive brand identity that extends across multiple campaigns. This approach demonstrates an understanding that modern audiences, particularly younger consumers, respond to advertising that feels self-aware and culturally literate. The "salty" theme works on multiple levels—it describes the product, characterizes the celebrities' public images, and creates a memorable hook that ties the campaigns together.
Super Bowl commercials have evolved into a cultural phenomenon unto themselves, with many viewers tuning in specifically to watch the ads rather than the game. Brands recognize that a well-executed spot can generate millions of dollars in earned media through social sharing, news coverage, and water cooler conversation. The pressure to stand out in this crowded field has led to increasingly ambitious productions and star-studded casts. Ritz's strategy of securing multiple high-profile actors suggests they're aiming for immediate impact and sustained discussion.
The financial commitment required for such a campaign is substantial. A 30-second Super Bowl spot commands price tags reaching into the millions, with production costs adding significantly to the total investment. When you factor in the fees for talent of Johansson, Hamm, and Yang's caliber, the overall budget becomes considerable. However, the potential return on investment—measured in brand awareness, social media engagement, and sales lift—often justifies the expense for established brands looking to maintain market dominance.
What makes this particular campaign noteworthy is its timing and tone. In an era where consumers are increasingly skeptical of traditional advertising, Ritz has opted for an approach that feels more like entertainment than sales pitch. By allowing their celebrity spokespeople to maintain their authentic personalities rather than forcing them into overly scripted scenarios, the brand creates content that viewers are more likely to watch voluntarily and share organically. The "Ritz Island" setting suggests a lighthearted, escapist quality that will provide welcome relief during the intense atmosphere of the championship game.
The marketing strategy also reflects broader trends in the snack food industry. As consumers seek out comfort foods and familiar brands, particularly during major cultural events, established names like Ritz benefit from both nostalgia and reliability. The challenge lies in remaining relevant to new generations while honoring the brand's heritage. Casting a mix of veteran actors and emerging talent bridges this gap effectively, speaking simultaneously to different age groups and cultural touchpoints.
Moreover, the decision to feature multiple celebrities rather than relying on a single spokesperson creates more opportunities for varied storytelling and audience connection. Different viewers may be drawn to different stars, broadening the commercial's appeal. It also generates more potential for behind-the-scenes content, interviews, and social media interactions that can extend the campaign's reach across platforms and over time.
As the Super Bowl approaches, anticipation for Ritz's latest contribution to advertising's biggest night continues to build. The combination of proven creative concept, beloved product, and charismatic talent positions the brand for another successful outing. Whether the commercial will match or exceed the impact of its predecessor remains to be seen, but the ingredients for success are certainly in place.
For Johansson, Hamm, and Yang, the project represents a relatively low-effort, high-visibility opportunity to connect with audiences in a different context. Unlike the demands of film or television production, a commercial shoot typically requires only a few days of commitment while offering massive exposure. For established stars, such appearances can be both lucrative and creatively refreshing—a chance to experiment with their public personas in a controlled, lighthearted environment.
The entertainment value of Super Bowl commercials has become so significant that many viewers consider them an integral part of the overall experience. Brands that understand this dynamic, as Ritz clearly does, invest not just in airtime but in creating memorable cultural moments. By building a campaign around the intersection of celebrity personality and product identity, they're crafting content that stands a strong chance of transcending its commercial origins.
In the competitive landscape of snack foods, where countless options vie for consumer attention, maintaining top-of-mind awareness is crucial. Super Bowl advertising provides an unparalleled platform for achieving this goal, particularly when executed with the kind of strategic thinking evident in Ritz's approach. The "salty" theme, the star power, the personal anecdotes—all these elements work in concert to create a campaign that feels both thoughtfully crafted and effortlessly enjoyable.