Kellogg’s is aiming to tackle a significant health gap with a decidedly unconventional approach: enlisting William Shatner, the iconic star of ’s Star Trek, to promote fiber intake. The cereal brand launched a Super Bowl ad campaign featuring Shatner, or “Will Shat” as he’s being called for the promotion, focused on digestive health and the benefits of Raisin Bran.
The campaign, developed by VaynerMedia New York, began with staged paparazzi photos featuring Shatner and a box of Raisin Bran, designed to generate buzz before the ad’s official release. This tactic, according to a VaynerMedia spokesperson, is part of a broader trend of treating the Super Bowl as a multi-week narrative rather than a single advertisement.
William Shatner and the “Fiber Gap”
The core message of the campaign centers around addressing the “95% fiber gap” identified by the Dietary Guidelines for Americans. Kellogg’s aims to highlight the importance of fiber in maintaining gut health, particularly after indulging in rich foods – a timely message given the context of the Super Bowl. The ad positions Raisin Bran as “the ultimate gut health tool,” according to the cereal maker.
In the commercial, Shatner embodies a character reminiscent of his role as Captain Kirk, but with a distinctly digestive focus. He’s depicted in a high-tech command center, seated in a chair that’s a hybrid of a captain’s chair and a toilet, teleporting to various locations – a bar, a party, a tailgate – to advocate for fiber consumption. The humor relies heavily on puns and double entendres related to digestion, with lines like Shatner declaring he’s “too old for this shat” as he dives off a car. The name “Will Shat” itself is a play on words, referencing both Shatner’s name and a common term for waste.
Doug VanDeVelde, Chief Growth Officer for WK Kellogg Co, explained the strategy behind the campaign: “We wanted to talk about a serious health gap in a way that actually felt relevant to people’s lives. 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.”
Super Bowl LX and Advertising Costs
The Raisin Bran ad is set to air just before halftime during Super Bowl LX, with additional regional placements. A 30-second television spot during the Super Bowl is reportedly costing around $8 million, according to sources cited by redshirtsalwaysdie.com. Kellogg’s is releasing both a 30-second version and an extended 40-second version of the commercial.
The campaign’s success appears to be generating positive reactions from fans, who are responding well to the pun-heavy marketing and the unexpected pairing of a science fiction icon with a breakfast cereal. The ad’s blend of sci-fi references and bathroom humor is being described as “filthy” and “hilarious,” suggesting it’s capturing attention in a crowded advertising landscape.
Kellogg’s hasn’t advertised during the Super Bowl for 15 years, making this campaign a significant investment and a notable return to the Big Game. The company is hoping that Shatner’s star power and the campaign’s unique approach will effectively communicate the importance of fiber and drive sales of Raisin Bran.
The ad will be broadcast across streaming platforms and in six regional markets within the United States.
