William Shatner Tackles America’s Fiber Gap in Raisin Bran’s Big Game Debut

Campaign Snapshot

▶Brand: Raisin Bran

▶Campaign Title: "Will Shat"

▶Launch Date: January 30, 2026

▶Agency: VaynerMedia

▶Production Partner: Park Pictures

▶Featured Talent: William Shatner

▶Core Platforms: Social media, streaming, regional markets

▶Primary Product / Focus: Gut Health from Raisin Bran

Kellogg's Raisin Bran has a few fiber and gut health jokes up its sleeve for Super Bowl LX.

To mark its Big Game debut, the cereal brand has launched "Will Shat," an ad starring William Shatner to highlight America’s persistent fiber shortfall.

The iconic host and actor delivers the message that there are 7 grams of fibre found in every bowl of Raisin Bran.

Created with global creative agency VaynerMedia, the spot sees the 94-year-old actor as a galactic envoy whose mission is to get fiber into American diets.

“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 for parent company WK Kellogg Co.

“By leaning into some fun wordplay with an absolute legend like William Shatner, we’re making sure the message about fiber is impossible to ignore.”

The campaign comes as an estimated 95% of Americans fall short of the recommended daily fiber intake, according to the 2020–2025 Dietary Guidelines for Americans.

To tackle the issue, Raisin Bran made the most out of the Super Bowl to educate and entertain American consumers. 

How 'Will Shat'

Directed by Terri Timely of Park Pictures, the commercial takes sci-fi cues to divert attention back to nutrition, particularly gut health.

"Will Shat" opens aboard a futuristic command center where Shatner is tasked with delivering fiber to people when they need it the most.

He then teleports to a crowded sports bar and arrives at a house party filled with Gen Z revelers and a Shih-Tzu named Will.

Finally, he makes a stop at the parking-lot tailgate, where he delivers the cereal like a rallying call to get your gut back on track after post-game indulgence.

In each scenario, "Will Shat" becomes the butt of the joke. And yes, the pun is intended. 

The ad will run nationally on streaming platforms like Peacock, the NBC Sports app, NFL+, and in six regional markets to maximize reach around game time.

Raisin Bran also shared an extended cut of the ad and additional creatives across its social channels to sustain attention before and after kickoff.

Lessons From Raisin Bran’s Big Game Entry

The rollout also leaned into misdirection ahead of the reveal.

WK Kellogg Co. confirmed that recent paparazzi photos of Shatner were staged as part of the campaign, with images of the actor eating cereal in his car.

The photos quietly circulated through outlets like TMZ and MailOnline before the ad was officially released, meant to spark curiosity and set the tone before the spot reveal.

In this effort, we learn that:

• Pairing beloved cultural figures with a lesson in health can drive both attention and relevance.
• The use of comedy to discuss topics like digestion can make “hard to talk about” subjects feel shareable and memorable.
• Moving campaigns into social channels and regional placements keeps brands present before, during, and after peak moments.

Last year, WK Kellogg Co, reported approximately $2.7 billion in annual revenue, making its cereal portfolio among the household staple foods in the U.S.

Our Take: Can a Message on Health Be Humorous? 

In this campaign, wordplay was key. I found myself laughing at the "Will Shat" pun and then remembering what fiber can do for our bodies.

To find that perfect mix of funny and educational is a rare feat, but Raisin Brand nails it. 

On top of that, using a familiar figure like Shatner to talk about digestion tells us all that even essential health topics can find a place in the Super Bowl if framed with empathy and wit.

The real challenge now will be whether this attention turns into meaningful changes in consumer choices, and not just a "Shat" joke that makes for a quick laugh.

In other news, Bud Light recently unveiled its full wedding-themed Super Bowl spot starring Post Malone, Shane Gillis, and Peyton Manning. 

Brands pursuing polarizing creative need partners who understand when backlash drives conversation. Take a look at the top creative agencies in our directory.