Kellogg’s Raisin Bran is going boldly where few Super Bowl advertisers dare to go: straight into toilet humor. And it’s bringing William Shatner along for the ride.
In the brand’s first-ever Super Bowl spot, created by VaynerMedia and directed by Park Pictures’ Terri Timely, Shatner leans fully into the joke as “Will Shat,” a Star Trek-inspired gut-health enforcer tasked with closing America’s fiber gap. Yes, really.
From a high-tech command center orbiting Earth, Shatner warps down to everyday locations “when duty calls,” including sports bars, Gen Z house parties, and parking lot tailgates, delivering one-liners, bowel-related humor, and the campaign’s not-so-subtle message: every bowl of Kellogg’s Raisin Bran contains seven grams of fiber to help keep things moving after Super Bowl indulgence. The spot blends pop culture nostalgia with unapologetically down-to-earth humor, positioning fiber as both essential and unavoidable. Watch below:
“We wanted to talk about a serious health gap in a way that actually felt relevant to people’s lives,” said Doug VanDeVelde, chief growth officer at WK Kellogg Co., noting that Shatner’s wordplay and cultural cachet help make the message impossible to ignore.
The campaign follows a teaser rollout in which Shatner was photographed snacking on Raisin Bran in public, priming audiences for the reveal. The ad will air nationally during the Big Game across streaming platforms, including Peacock, the NBC Sports app, and NFL+, with additional regional placements in New York, Los Angeles, Chicago, Grand Rapids, Cincinnati, and Fort Smith.
An extended cut is now live on YouTube, with additional “Will Shat” content rolling out across Raisin Bran’s social channels. Consider it proof that even gut health can get the full Super Bowl spectacle — jokes, legacy casting, and all.
CREDITS:
BRAND: Kellogg’s
- Chief Growth Officer: Doug Vandevelde
- Marketing Director: Sadie Garcia
- Brand Manager: John Paul Severin
- Business Manager: Sarah Ludmer
- Legal: Sarah Abramson
- Business Affairs Manager: Stacy Flathau
AGENCY: VaynerMedia
- Chief Client Officer: Nick Miaritis
- Vice President: Connor Bryant
- Business Lead: Ryan Martin
- Account Directors: Olivia Santos, Casey Madsen
- Communications Director: Rachele Testa SchaefersChief Creative Officer: Rob Lenois
- Executive Creative Director: Mimia Johnson
- Creative Director: Alexandra Mangione
- Associate Creative Directors: Sergio Falvo, Danny Chamberlain, Katie HallerHead of Production: Andrea Ogunbadejo
- Executive Producer: Lauren Dinsdale Campbell
- Business Affairs Directors: Jaymie Lipman, Jessica Cohn
- Project Managers: David Brody, Katie Hannafin, Jillian Krim
- Coordinator: Zach Fiedler
PRODUCTION COMPANY: Park Pictures US
- Director: Terri Timely
- Founder: Jackie Kelman Bisbee
- Executive Producer: Christopher Grove
- Head of Production: Chelsea Schwiering
- Production Supervisor: Elysa Schuhmacher
- Line Producer: David Lambert
- Production Supervisor: Ryan Miller
- Director of Photography: Jeff Kim
- Production Designer: Ginger Tougas
- Business Affairs Manager: Anne Bobroff
POST/ VFX: Artjail US
- Executive Creative Director: Steve Mottershead
- Managing Director: John Skeffington
- Head of Production: Elizabeth Thuvanuti Keating
- Creative Director: JD Yepes
- VFX Producer: Mitch Campbell
- Head of CG: Jackie Liao2D Lead: Emily Bloom
- 2D Artists: Zachary Kastrukoff, Rodrigo Jimenez, Giulia Bartra Howe, Michael Diorditsa, Denys Kimerin, Patrick Reilly, Fred Kim, Michael Welz, Zarko Kitanovic, Todd Herman, George Arnold, Georgios Cherouvim, Patrick Manning
EDIT: MackCut
- Editor: Pamela Petruski
- Edit Assistants: Evelyn Chat, Daniela Rodriguez
- Executive Producer: Gina Pagano
MUSIC/SOUND: Sonic Union
- Sound Designer: Kelly Oostman
- Sound Engineer: Quinton Carr-Goodwin
- Sound Producer: Justine Cortale
- Executive Producer: Mary Kate Valentino
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