Aubrey Plaza, Michael Shannon, Bad Bunny Get Salty for Ritz

Dry humor feels so on brand

Which brand will take home the 2025 Super Clio for the Big Game’s best ad? We’ll find out on Feb. 10.

If we asked Aubrey Plaza or Michael Shannon to pass the salt, they’d just roll their eyes and say, “Why bother?”

Because they’re known for their salty personalities. Who better to hype Ritz crackers in the brand’s first Super Bowl campaign?

Answer: Bad Bunny, who joins Aubrey and Michael courtesy of The Martin Agency and director Jake Szymanski:

“The Big Game offers a unique opportunity to catapult a brand to new heights,” says Tanya Berman, a brand SVP at Ritz parent Mondelēz. “We’re showing up like never before, bringing a lighthearted approach to the biggest stage, which we hope will get snackers across the country buzzing.”

Basically, it’s the tried and true (slightly tired) “celebs riffing” routine. Here, the approach feels less forced than some and more focused than others.

A 30-second edit will air in the game.