VaynerMedia’s creative impact was recently celebrated in The Athletic’s ranking of the best Super Bowl 2026 commercials, which spotlighted our viral “Will Shat” spot for Kellogg’s Raisin Bran. In a crowded field of game day spots, this campaign stood out for its daring humor.
Critics lauded the commercial’s clever Will Shat wordplay and sci-fi parody, noting that it successfully made the conversation around digestive health mainstream yet funny. The campaign was particularly praised for its integrated rollout, which began weeks before the game with VaynerMedia-orchestrated staged paparazzi photos, showing Shatner eating cereal in L.A. traffic. This stealth-marketing strategy blurred the lines between celebrity gossip and brand storytelling, ensuring the ad was already trending before it even aired.
For potential clients, this ranking validates VaynerMedia’s social-first approach. By leveraging the Super Bowl as a multi-screen ecosystem rather than just a 30-second TV slot, it proved that legacy brands can break through the noise. The success of the Raisin Bran debut, Kellogg’s first Big Game appearance in 15 years, serves as a powerful case study in driving massive earned media and ROI through disruptive, star-powered creativity.
Read more about it on The Athletic.