• by Fern Siegel , 8 hours ago

Ritz Crackers has teased its second Super Bowl commercial — which stars Bowen Yang, best known for his years on "Saturday Night Live," among others.

Set on a tropical beach, the 15-second video has Yang talking on his shell-phone with someone he calls “prosciutto.”

The ad, developed in collaboration with The Martin Agency, Hungryman and Publicis Production, airs during the third quarter of the Big Game.

Stars are often in Super Bowl ads, think Betty White in the popular Snickers spot or Emma Stone in the upcoming Squarespace commercial. But according to research firm System1, while 60% of Super Bowl ads in recent years use celebrities, they do not outperform the average level of effectiveness for a Super Bowl ad, according to Charles R. Taylor, a Villanova School of Business marketing professor.

"In contrast, mascots who have only appeared in 10% of the ads are associated with higher levels of ad effectiveness. Thus, it is not surprising that we will see several mascots in this year’s ads, including the Clydesdales, Chazmo (for Totinos), Svedka’s Fembot and a new mascot for Manscapes," he said.