Ritz’s inaugural Super Bowl commercial transported cracker and football enthusiasts to the exclusive Ritz Salty Club, a sanctuary where smiles are strictly prohibited and a salty disposition is the only currency. Featuring the notoriously “salty” duo of Aubrey Plaza and Michael Shannon, alongside the unintentionally cheerful Bad Bunny, the 30-second spot thrust the iconic salty snack into the Super Bowl limelight.
The commercial unfolds in the vast expanse of Salt Flats, Utah, where the Ritz Salty Club stands amidst a sea of salt. Plaza and Shannon make their entrance, scowling at fellow club members who return the gesture with equal disdain. The atmosphere is thick with salty disapproval, punctuated by a disgruntled patron lamenting incorrect change.
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“These are our people,” Plaza declares, with Shannon adding, “our salty brethren.” A competition of salty supremacy ensues, with Plaza asserting her saltiness dominance. Shannon retorts, “Saltier than me? When I smile, people think it’s a glitch,” accompanying his claim with a disturbingly unnatural grin.
Plaza, unfazed, counters with, “Oh, please. I’m the human version of Monday,” punctuated by a dramatic hiss. However, their salty standoff is briefly interrupted by the unexpected pleasure of biting into a Ritz cracker.
Even this simple act of enjoyment becomes a source of annoyance. “Buttery soft, very salty showoffs,” Shannon grumbles, scrutinizing the cracker with a deepening frown.
Suddenly, Bad Bunny’s voice rings out, “I love them!” He raises a cracker in a cheerful toast, a stark contrast to the pervasive gloom. He is the lone smiling figure in the entire club.
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“Read the sign, buddy!” Shannon bellows, pointing to a prominent red sign declaring “No smiles allowed.” Bad Bunny’s unyielding joy threatens their membership in the exclusive club. Plaza scolds him, warning of potential expulsion for excessive cheerfulness.
Bad Bunny, seemingly oblivious to the club’s rules, finally lowers his shades. “So?” he responds nonchalantly. Plaza shrugs, conceding, “That’s better.” The commercial ends with a subtle nod to the inherent joy that even the saltiest individuals can find in a simple Ritz cracker. The Ritz Super Bowl ad joined a star-studded lineup of commercials featuring celebrities like Matthew McConaughey for Uber Eats, Shania Twain for Coffee mate, and David Beckham for Stella Artois.
