William Shatner's 'Will Shat' Persona Takes Center Stage in Raisin Bran's Bold Super Bowl Ad

Raisin Bran has unveiled its Super Bowl 60 commercial, featuring a character named "Will Shat," played by the iconic William Shatner. The ad cleverly plays on Shatner's legacy and the digestive benefits of the cereal, using a series of humorous double entendres and a narrative that mirrors his famous role as Captain Kirk.

Key Takeaways

• William Shatner stars as "Will Shat" in Raisin Bran's Super Bowl ad.
• The campaign uses a "pro-poo" theme with digestive humor.
• Staged paparazzi photos preceded the ad's official reveal.
• The ad marks WK Kellogg Co's first Super Bowl appearance in 15 years.

A Star Trek-Inspired Cereal Saga

The commercial sees the 94-year-old actor embodying "Will Shat," a character whose shortened surname is a clear nod to the effects of fiber. The ad opens with Shatner on a spaceship's command deck, reminiscent of his Star Trek days as Captain Kirk. In this new role, however, "Will Shat" teleports to assist those in need, with the crisis being a lack of dietary fiber.

The ad is peppered with digestive humor, including a shih tzu and a tailgate scene where an onlooker exclaims, "Will Shat on a car!" This playful approach aims to reframe gut health as a lighthearted cultural topic rather than a serious lecture.

A Multi-Stage Marketing Rollout

Raisin Bran's Super Bowl campaign began not with the commercial itself, but with a series of staged paparazzi photos. These images, showing Shatner eating cereal in his car and later carrying a box of Raisin Bran, were strategically circulated by outlets like TMZ and MailOnline to generate curiosity. This approach aligns with a modern Super Bowl marketing strategy that treats the game as a multi-week narrative rather than a single advertisement.

Developed in partnership with VaynerMedia, this campaign represents WK Kellogg Co's first Super Bowl presence in approximately 15 years. It signifies a broader effort to reposition cereal, and Raisin Bran in particular, as an accessible and enjoyable source of fiber within the growing health-conscious food conversation. The ad is set to air just before halftime on streaming platforms, with additional regional placements during the main broadcast.

Embracing the Wellness Bowl

In an era where Super Bowl advertising often leans towards indulgence, Raisin Bran's "Wellness Bowl" approach aims to stand out. By focusing on the health benefits of fiber in a humorous and engaging way, the brand is tapping into a trend of health-forward messaging during the big game. The campaign's success hinges on its punchline and the carefully orchestrated reveal, proving that the journey to the ad was as important as the ad itself.