Bad Bunny can’t help but flash his pearly white smile in new Super Bowl ad for Ritz Crackers that also features Aubrey Plaza and Michael Shannon. But his positivity and happy-go-lucky attitude make him an outsider at the Ritz Salty Club, a lounge located in Utah’s salt flats where everyone is … salty.
The ad starts with comedic duo Plaza and Shannon entering the lounge. “These are our people,” Plaza says, acknowledging the people there, including a teen glued to her phone and a resentful toll booth operator.
“When I smile people think it’s a glitch,” Shannon adds.
“Please, I’m the human version of Monday,” Plaza responds as they snack on Ritz crackers.
Then, Bad Bunny enters the lounge, smiling from ear-to-ear. “They are good, right?” he asks in Spanish, ignoring the “No Smiles Allowed” signed on the wall.
“The Big Game offers a unique opportunity to catapult a brand to new heights,” Tanya Berman, Mondelēz’s senior vice president Biscuit, said in a statement. “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 about RITZ.”
The spot — which was shot in New York in November — is expected to air during the first quarter of the Super Bowl on Sunday, Feb. 9. This year, the Kansas City Chiefs will face off against the Philadelphia Eagles at the Caesars Superdome stadium in New Orleans. Grammy-winning rapper Kendrick Lamar will perform the Halftime Show.
Watch the 60-second version of the Ritz Salty Club ad below:
