In Raisin Bran’s Super Bowl 60 ad, Will Shat happens.
More specifically, the cereal brand, which revealed its Big Game ad today, confirmed that William Shatner’s recent paparazzi sightings were not a coincidence, but in fact the opening act of a carefully staged Big Game rollout.
In the spot, the 94-year-old actor stars in a role he was born to play: Will Shat, a Star Trek knockoff with a penchant for the scatological, whose shortened surname is an unsubtle reference to the effects of fiber.
Lest the connection go unnoticed, Raisin Bran peppers the spot with digestive double entendres, including the prominent placement of a shih tzu and a tailgate scene that prompts an onlooker to remark, “Will Shat on a car!”
The character, who begins the spot seated in the command deck of a spaceship, mirrors another William Shatner role, that of Star Trek’s Captain Kirk. Similar to Kirk, Will Shat teleports to help those in need, but this time around, the danger threatening civilians is a lack of dietary fiber.
The commercial will air just ahead of halftime across streaming platforms, with additional regional placements during the broadcast.
Developed in partnership with VaynerMedia, the creative reframes gut health less as a lecture and more as a cultural wink, one that began not on television but in staged paparazzi photos circulated by outlets including TMZ and MailOnline.
Those faux-candid images, which showed Shatner eating cereal in his car and later stepping out with a box of Raisin Bran under his arm, were designed to seed curiosity ahead of the reveal, a VaynerMedia spokesperson previously confirmed to ADWEEK. The approach borrows from a new Super Bowl playbook in which brands treat the game as a multi-week narrative rather than a single 30-second moment.
For WK Kellogg Co, the campaign marks its first Super Bowl appearance in roughly 15 years and reflects a broader push to reposition cereal within a health-conscious food conversation. Raisin Bran, in particular, is being framed as an easy on-ramp to fiber at a time when the nutrient is gaining renewed cultural relevance.
The full-ad release also places Raisin Bran on trend for the so-called Wellness Bowl, as health-forward brands look to stand out amid the Super Bowl’s traditional indulgence.
