Shatner's Cereal Ad: A Risky Risky Business

William Shatner has revealed his initial apprehensions about starring in a Kellogg's Raisin Bran commercial that aired during the Super Bowl 2026. The advertisement features Shatner distributing the cereal, with a play on his name, 'Will Shat,' linking to the digestive benefits of fiber. Shatner expressed discomfort with the scatological humor, stating he fought against similar teasing as a child and questioned how to make a commercial about bowel movements amusing.

To mitigate these concerns, the advertising company focused on Shatner's name and the benefits of fiber. Shatner worked with them to refine the concept, ensuring it remained in decent taste. He also made a conscious effort to distance the commercial from his most famous role, Star Trek, choosing a futuristic control room setting that evoked the series without being a direct reference and selecting clothing that was not a Star Trek uniform.

The ad concludes with Shatner appearing to perform a stunt, transforming into Raisin Bran boxes. Shatner clarified that a stunt double was used for the physically demanding jump, a common technique in filmmaking. He plans to watch the commercial for the first time with friends at a Super Bowl party, noting he generally avoids watching himself on screen.