Jon Hamm, Bowen Yang, Scarlett Johansson Team Up for Ritz Super Bowl Commercial

Everything tastes better on a Ritz, so one famous marketing slogan goes, but how about the Super Bowl?

Executives behind the nearly century-old Mondelez International snack cracker believe the answer is “Yes.”

On Sunday, February 8, a new Ritz Super Bowl commercial will run in the third quarter that features actors Jon Hamm, Bowen Yang and Scarlett Johansson, all trying to find their way on Ritz Island, where the humor can be salty. The concept emulates the cracker’s 2025 Super Bowl effort, which featured Aubrey Plaza, Michael Shannon and Bad Bunny trading zingers at a ‘Salty Club.”

“This is about modernizing the brand, casting the brand in a new light for consumers,” says Steven Saenen, category president of savory snacking, during a recent interview.

Ritz is among the Super Bowl advertisers relying on a broader group of celebrities to capture attention, rather than placing the burden of success on a single personality. Others are testing similar curation of famous faces. Instacart has signed both Ben Stiller and Benson Boone for its Super Bowl ad, while Bud Light is assembling Post Malone, Shane Gillis and Peyton Manning.

If Ritz is using a concept similar to what it did at the Super Bowl in 2025, well, there’s a reason. “We gained market share,” says Saenen. “And we gained about a million households.”

Hamm, Yang and Johansson have different personalities, and the only common thread around them seems to be an association with “Saturday Night Live,” where Yang was until recently a cast member and Hamm and Johansson are frequent guests. Each actor “brings something different, a very unique personality, unique cultural elements,” says Saenen. ” And our hope is that makes every fan out there feel heard and seen and celebrated.”

NBC, which is telecasting the Big Game between the Seattle Seahawks and New England Patriots, has been seeking between $7 million and more than $10p million for a 30-second commercial.