William Shatner is making waves in a new advertising campaign for Kellogg’s Raisin Bran, which features a humorous play on his name. The campaign, which aired during the Super Bowl 2026 broadcast, showcases Shatner as he teleports into various scenes while distributing boxes of the high-fiber cereal, with the tagline referring to him as “Will Shat.” This clever wordplay hints at the digestive benefits of the product, but it also triggered fond memories of childhood bullying for the iconic actor.
In a revealing interview with Entertainment Weekly, Shatner expressed his initial apprehensions about the pun. He recalled how he faced teasing as a young boy, leading to conflicts with bullies: “I used to get into fights when I was a kid in the locker room. They’d kid me about that. I’d say, ‘Don’t call me that!’ and I’d fight them.” As an adult, he still finds the play on words to evoke complex emotions, remarking that it was “a sore spot as a child.”
The ad, developed by Kellogg’s for the Super Bowl, addresses the topic of fiber in a light-hearted manner. Shatner candidly shared his skepticism about how a humor-driven ad about fiber and digestion could succeed. “Kellogg’s wanted to do a Super Bowl commercial talking about fiber, which makes you crap really well — you s— really well with fiber. And the problem was: how do you make that amusing?”
The concept also subtly ties into his iconic role in Star Trek. In the commercial, Shatner’s futuristic control room evokes nostalgia, but he purposely attempts to distance himself from the franchise while also acknowledging its impact. “I don’t like the idea of referring to it. I try and edit it out of anything they write for me…But visually, it looks good.”
The ad culminates in a comedic scene where Shatner leaps from the top of an SUV, landing in a table that crumbles to reveal boxes of Raisin Bran. Shatner humorously clarified that a stunt double performed the dive: “They cut before I jumped off, put a stunt man in there, and then cut rapidly to me on the table. Movie magic. It was seamless.”
As the Super Bowl approaches, Shatner is excited to watch the commercial with friends during his Super Bowl party. “I haven’t seen it…it’s gonna be joyful with friends. And then this commercial, presumably, will come on.” His upbeat anticipation hints at a positive reception, blending humor and nostalgia for both Shatner and his fans alike.