Draper's Ghost: Did Ritz's Martin Agency Masterpiece Just Burn Down Madison Avenue?

The Specter of Success: Analyzing Ritz's Super Bowl Gambit

The digital confetti settled quickly after the final whistle, but the cultural echo of the Ritz Super Bowl commercial—a masterwork helmed by The Martin Agency—resonated long into the following week. As reported by @Adweek on Feb 9, 2026 · 3:22 AM UTC, the spot didn't just advertise crackers; it seemed to offer a momentary balm to the often-cynical advertising landscape. The initial reaction was less about the product itself and more about the feeling it evoked: a potent blend of nostalgia, genuine wit, and impeccable craft.

Initial Reaction and Cultural Resonance

The commercial immediately cut through the noise of celebrity cameos and expensive sight gags that typically dominate the Big Game advertising slots. Its success lay in its apparent simplicity, a deceptive quality that suggested deep thematic roots rather than superficial execution. It felt earned.

The immediate social media landscape was polarized but overwhelmingly positive regarding the creative quality. Initial sentiment analysis suggested high levels of engagement driven by shared appreciation for classic storytelling techniques. Users weren't just tagging friends; they were dissecting the dialogue and cinematography, a rare feat for a brand spot.

This triumph immediately set the stage for the central, almost existential, question facing the industry: Could this be a return to advertising’s golden eras? We are forced to compare this tight, emotionally intelligent production against the legendary, insight-driven campaigns that defined the mid-to-late 20th century—a benchmark against which all subsequent creative ambition is measured.

The Martin Agency’s Masterstroke: Deconstructing the Creative

The Martin Agency, no stranger to big brand challenges, delivered something that felt both retro and urgently contemporary. The creative execution wasn't accidental; it was a carefully calibrated machine designed for maximum cultural penetration.

Visual and Narrative Analysis

The spot masterfully utilized subdued lighting and meticulous set design, prioritizing character interaction over spectacle. The narrative arc felt complete, moving from quiet tension to satisfying, understated resolution. The visual language borrowed heavily from cinematic traditions, treating the simple act of sharing a cracker with an almost dramatic weight. This elevated the product beyond mere snack food into the realm of domestic ritual.

The 'Draper' Quotient

What truly elevated the piece was the specific echo of the Mad Men ethos. This wasn't a cheap imitation; rather, it embodied the spirit of mid-century advertising philosophy. Elements invoking this era included:

• Authenticity: Characters spoke with natural cadence, avoiding the overly polished, jargon-heavy dialogue common in contemporary ads.
• Wit: The humor derived not from punchlines but from sharp, character-driven observations about human nature.
• Complexity: The situation implied a deeper context—a relationship tested or reaffirmed—suggesting layers beneath the surface marketing veneer.

Target Audience Penetration

In the crowded, attention-starved environment of the Super Bowl, the ad achieved penetration through disinterest in the usual spectacle. By opting for thoughtful construction over explosive effects, it provided a necessary moment of repose. Viewers who had endured thirty minutes of noise found the Ritz spot to be a genuine oasis.

The strategic timing of its release—perhaps placed just after a major, highly budgeted stunt—guaranteed that the contrast would be stark, maximizing the perceived quality gap between the Ritz spot and its immediate competitors.

'Don Draper Would Approve': The Legacy Question

The central prism through which this advertisement is being viewed is the phantom of Don Draper. What does it take for an ad today to earn that nod of approval from the fictional archetype of advertising genius?

Defining 'Draper-esque' Advertising

To establish criteria, we look at Draper’s foundational philosophy: successful advertising must tap into emotional truth and deliver a sharp, singular insight about the consumer's deepest desire or insecurity, wrapping it in aspirational packaging. It’s about selling a feeling, not just a product.

Evidence for Approval

Specific moments in the Ritz commercial seemed to align perfectly with Draper’s perceived sensibilities. For instance, the way the commercial framed the Ritz cracker not as a base for cheese, but as the indispensable centerpiece allowing for a moment of genuine connection, perfectly encapsulates Draper’s focus on the meaning behind consumption. It suggests: "This cracker facilitates the human moment you truly desire."

Evidence Against Approval

However, counterarguments persist. Critics suggest the spot might be too modern in its execution, lacking the necessary visual grit or suppressed subtext Draper favored. If Draper were selling Ritz in 1965, would he have allowed the script to be quite so explicit in its warmth? Some feel the emotional payoff was too immediate, lacking the lingering, slightly unsettling ambiguity that defined the best work coming out of Sterling Cooper Draper Pryce.

The Aftermath: Did Madison Avenue’s Foundations Shake?

The success of the Ritz spot is already being measured by its ripple effect across the industry, serving as both inspiration and crushing pressure.

Industry Impact

In the weeks following the game, creative departments across Madison Avenue are undoubtedly receiving urgent calls: "We need another Ritz. We need that feeling." This success risks creating a creative straitjacket, where clients demand a specific type of 'nostalgic authenticity' without understanding the subtle craft required to achieve it genuinely.

Client Perception

For brands spending millions on Super Bowl real estate, this commercial raises the stakes dramatically. It highlights that sheer budget does not equal cultural impact. Clients are now intensely focused on achieving cultural relevance over mere visibility, placing enormous pressure on agencies to deliver work that transcends transactional advertising.

The 'Burned Down' Metaphor

Was this an evolution, or a destructive peak? If a single commercial resets the bar this high for emotional intelligence and craft, it forces an immediate, painful reassessment of all current campaigns. It suggests that the shallow, overtly commercial approach is no longer sustainable for premium visibility. This spot may not have burned down Madison Avenue entirely, but it certainly incinerated the tolerance for lazy creative execution.

Beyond the Hype: Longevity and Brand Value

The true test of any Super Bowl advertisement isn't the Monday morning chatter, but the endurance of its impact.

Sustained Engagement

Tracking earned media and search volume in the weeks post-broadcast will reveal the staying power. If people are actively searching for "that thoughtful cracker ad" weeks later, rather than just the brand name, it signifies a deeper level of connection. High sustained engagement proves the message transcended the twenty-four-hour spectacle.

Measuring ROI

While a short-term sales bump is easily measurable, the real value lies in long-term brand equity gain. Did the Ritz commercial make the brand feel more thoughtful, reliable, and culturally aware? If Ritz manages to retain that association outside the immediate post-game glow, The Martin Agency will have delivered a rare win: merging exceptional craft with tangible, sustained brand value.

Source: Shared via X (formerly Twitter) by @Adweek on Feb 9, 2026 · 3:22 AM UTC. [Link: https://x.com/Adweek/status/2020699724982976934]