William Shatner and Raisin Bran Beam Toilet Humour Down to Earth for Super Bowl Spot
Legendary actor William Shatner, or 'Will Shat' as he is called in this ad, has teamed up with Kellogg’s Raisin Bran cereal to tackle America’s fibre gap.
That's right, in this Super Bowl campaign from VaynerMedia, Captain Kirk himself is transporting around the US, making poo jokes and ensuring that everyone is staying regular.
The spot is directed by Park Pictures'Terri Timely, and comes with a reminder that Raisin Bran can help your gut get back on track after indulging in mountains of food at your Super Bowl party this year.
'Will Shat' is the brand's first-ever Super Bowl spot and harks back to William Shatner's days on the USS Enterprise. From a high-tech command centre orbiting earth, 'Will Shat' is tasked with bringing fibre to the masses, warping down to people 'when duty calls' -- in the middle of a sports bar, a Gen Z house party with a Shih-Tzu named Will or even a parking lot tailgate party.
At every stop, he delivers a humorous quip, along with the ultimate gut health tool: 7 grams of fibre found in every bowl of Kellogg’s Raisin Bran.
"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 WK Kellogg Co. "By leaning into some fun wordplay with an absolute legend like William Shatner, we’re making sure the message about fibre is impossible to ignore."
The film launches following a teaser campaign that involved the actor being papped holding and eating raisin bran.
The 30-second ad will air during the Big Game nationally across streaming (Peacock, NBC Sports app, NFL+) and in six regional markets: New York, Los Angeles, Chicago, Grand Rapids, Cincinnati and Fort Smith.
"We enjoyed working with the whole Vayner team,” said directing duo Terri Timely. “From the first call we were on the same page and we knew that we had a special spot. It was a delight working with Mr. Shatner. He was so impressive and brought more energy than we could've ever imagined.”
You can watch the extended cut of the ad now on YouTube, and more 'Will Shat' content will appear across Raisin Bran's socials, @raisinbran_us.
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