Ritz's 2025 Super Bowl Ad Features Celebs Being Salty

Using the world "salty" maybe isn't the most flattering way to describe someone, but it's potentially great when someone –- or, in this case, something — owns up to it. Actors Aubrey Plaza, Michael Shannon, and Ritz Crackers do just that in the brand's first-ever Super Bowl commercial. Visiting the (presumably fictional) Salty Club in Salt Flats, Utah — where else would it be, really? — Plaza and Shannon compete over which one of two actors is the saltiest.

Though both rejoice in being amongst "our salty brethren," the competition quickly begins and Shannon reminds her that when "when I smile, people assume it's a glitch" (accompanied by a truly strange attempt at just such an expression). Plaza counters by describing herself as "the human version of Monday," hissing to prove her point. They also show their annoyance at Ritz crackers. "Why is Ritz so good? So annoying!" Plaza proclaims, to which Shannon disdainfully responds: "Buttery, salty showoffs."

When rapper Bad Bunny shows up and smiles, Plaza and Shannon admonish him and say he's going to get them kicked out. The rapper replies, "So?" Plaza, pleased with this added saltiness, responds, "Better." The ad ends with the tagline: "Loved by everyone, even the saltiest." Perhaps the crackers are loved enough to be served in the $2 million Super Bowl suites.

Although this is Ritz's debut Super Bowl commercial, it is not the Mondelez-owned brand's first ad featuring football. Last month, the brand ran an ad called "Here Comes the Blitz," featuring San Francisco 49ers tight end, George Kittle. Advertisers were estimated to have spent $8 million for a 30-second spot during the big game. Mondelez brand Oreo aired its first Super Bowl spot in 2024. The "Twist on It" campaign was widely considered to be one of the best food ads during the Super Bowl in 2024.