Bowen Yang Joins Jon Hamm & Scarlett Johansson in New RITZ Super Bowl Commercial

2025 concluded with a notable shift in the entertainment landscape as Bowen Yang announced his departure from Saturday Night Live, following a period of cast changes for the show’s Season 51. Despite the uncertainty surrounding his future projects, fans will soon see Yang featured in a high-profile advertising campaign during Super Bowl Sunday.

RITZ Cracker Ad Brings Together Stars

Ritz is set to air its first major Super Bowl commercial in 2025, featuring Bowen Yang alongside Scarlett Johansson and Jon Hamm. This follows a 2025 ad that included Aubrey Plaza, Michael Shannon, and Bad Bunny. Notably, Jon Hamm has hosted Saturday Night Live four times, while Scarlett Johansson has hosted the show seven times.

Did You Know? Nicole Fischer, a director at Mondelēz International, stated the goal of the ad is to showcase a diverse range of consumers who enjoy RITZ crackers.

According to Nicole Fischer, director of Mondelēz International, the intention behind this ad campaign is to introduce “new salties, new personalities, a new setting,” moving beyond the previous campaign featuring Bad Bunny. Patricia Ortiz, group creative director for MARTIN*, explained the team aimed to build upon the success of the previous ad, creating something “bigger, funnier, and more cinematic” while emphasizing RITZ crackers as “the great unifier.”

What’s Next for the Ad Campaign?

A short teaser for the longer ad has been released, focusing on Bowen Yang and a seashell phone. It is possible RITZ may consider producing the seashell phone as merchandise. The full commercial is scheduled to air during the Super Bowl, which will pit the New England Patriots against the Seattle Seahawks.

Expert Insight: The casting of Bowen Yang, alongside established stars like Johansson and Hamm, suggests a deliberate effort to broaden the appeal of the RITZ brand and connect with a wider audience, potentially acknowledging the evolving demographics of snack food consumers.

Beyond the Super Bowl ad, Bowen Yang continues his work as a co-host of the podcast Las Culturistas. He is also slated to appear in the upcoming film adaptation of The Cat in the Hat, alongside fellow SNL alum Bill Hader.

Frequently Asked Questions

What is Bowen Yang known for?

Bowen Yang is known for his work on Saturday Night Live, his podcast Las Culturistas, and his upcoming role in the film adaptation of The Cat in the Hat.

Who else stars in the RITZ Super Bowl ad?

The RITZ Super Bowl ad features Bowen Yang, Scarlett Johansson, and Jon Hamm.

What was the goal of the RITZ Super Bowl ad campaign?

The goal of the ad campaign, according to Nicole Fischer, was to showcase a diverse range of consumers and introduce “new salties, new personalities, a new setting.”

As brands increasingly leverage celebrity endorsements to capture attention, how do you think these types of ads influence consumer choices?