Category: In the Press

VaynerMedia is proud to highlight our high-impact Big Game campaign for Kellogg’s Raisin Bran, starring the legendary William Shatner. As featured in Adweek, this exclusive initiative marks Raisin Bran’s first-ever Big Game appearance and centers the conversation around digestive health.

The campaign launched with a VaynerMedia-orchestrated viral stunt. “Staged paparazzi” photos began to circulate online of William Shatner casually enjoying a bowl of Raisin Bran in his car during Los Angeles traffic. The images ignited social media buzz, blurring the lines between celebrity gossip and brand storytelling. This stunt served as a strategic teaser for the cinematic commercial, which features Shatner in a spaceship, embarking on a “fiber mission.”

By leaning into self-aware humor and the cheeky “Will Shat” wordplay, VaynerMedia transformed a legacy breakfast staple into a trending cultural moment. This multi-phase rollout successfully captured pre-game momentum, proving that legacy brands can break through the noise by combining iconic star power with disruptive, social-first creative strategy.

Read more about it on ADWEEK.

VaynerMedia is proud to highlight our latest creative triumph: a high-impact Big Game campaign for Kellogg’s Raisin Bran starring the legendary William Shatner. As reported by People, the exclusive sci-fi themed commercial marks Raisin Bran’s first-ever Big Game appearance, utilizing a bold mix of humor and nostalgia to tackle the importance of digestive health.

The campaign kicked off with a viral, VaynerMedia-orchestrated “staged paparazzi” stunt featuring the 94-year-old Star Trek icon casually eating cereal in his car. This evolved into a spot where Shatner (dubbed “Will Shat”) traverses the country on a “fiber mission.” From a high-tech spaceship to a crowded sports bar and a football tailgate, Shatner delivers the message that “Shat’s about to get real,” reminding Americans that Raisin Bran provides the necessary fiber for a “post-game day reset.”

By blending self-aware humor with a strategic multi-phase rollout, VaynerMedia successfully positioned a legacy breakfast staple at the center of the Big Game conversation. The campaign proves that even “serious” health benefits can be marketed with wit, cultural relevance, and iconic star power to capture the attention of millions.

Read more about it on People.

VaynerMedia’s latest creative endeavor has taken the internet by storm, featuring the legendary William Shatner in a bold Big Game debut for Kellogg’s Raisin Bran. The campaign debuted this morning on TODAY, after weeks of a stealth-marketing PR stunt. Highlighting the importance of a fiber-ful diet, the ad leans into the conversation of gut health with plenty of tongue-in-cheek jokes.

The commercial itself leans into Shatner’s iconic sci-fi persona, featuring him aboard a spaceship, a nod to his most notable role. By combining bathroom humor with self-aware wit, the ad transforms the conversation around digestive health and fiber into a lighthearted, cultural moment.

As noted by TODAY, this campaign marks Kellogg’s return to the Big Game after a 15-year hiatus. Developed by VaynerMedia, the project demonstrates our agency’s expertise in navigating the modern “ecosystem of screens” by utilizing social activations to generate earned media. The result is a memorable, high-impact campaign that makes fiber fashionable and ensures Raisin Bran is the talk of the town for The Big Game.

Read more about it on Today.

In its holiday campaign titled “The Nice List,” MiraLAX and VaynerMedia tackled a relatable but often unspoken seasonal woe: the “holiday backup” caused by travel, indulgent meals, and schedule shifts. Recognizing that the festive season can be as taxing on the gut as it is on the calendar, the campaign used humor and cultural relevance to position MiraLAX as an essential holiday travel companion.

The creative centered on the idea that even the best-behaved travelers can find themselves on the “naughty list” of digestive health during December. By leveraging VaynerMedia’s social-first approach, the campaign utilized witty, short-form video content and relatable influencer partnerships to destigmatize constipation. The messaging focused on the “Gut Gap,” the disparity in digestive stress often felt by women, and offered a lighthearted solution to help consumers “stay on the nice list” by prioritizing their wellness.

This work exemplifies VaynerMedia’s ability to take a functional health product and inject it into cultural conversations. By blending strategic consumer insights with irreverent creative, the campaign successfully drove brand awareness and engagement, proving that even “unsexy” categories can win the holiday season through authentic, humor-led storytelling.

Read more about it on Little Black Book.

In a significant move for the branded apparel industry, Custom Ink has named VaynerMedia as its lead media agency. This partnership marks a strategic shift for Custom Ink as it embraces a modern, data-informed media strategy designed to capitalize on today’s “merch renaissance.” By positioning itself at the intersection of identity and community, Custom Ink aims to leverage VaynerMedia’s expertise to deepen its cultural relevance and reach consumers where they are most active.

As lead media agency, VaynerMedia will oversee integrated planning, buying, and measurement across the full marketing funnel, with a heavy emphasis on digital and paid social. VaynerMedia will apply its signature social-first rigor and platform-informed frameworks to streamline customer acquisition and build a more connected media ecosystem.

Custom Ink’s CMO, Phil Auerbach, highlighted that VaynerMedia’s precision in measurement and ability to drive real-time cultural engagement made them the ideal partner for the brand’s next phase of growth.

Read more about it on MediaPost.

VaynerMedia has celebrated a significant milestone in the global creative arena with the appointment of Denny Handlin (Executive Creative Director at VaynerMedia Sydney) to the prestigious global jury for The One Show 2026.

Announced by The One Club for Creativity, Handlin is among a select group of nine elite creative leaders from Australia and New Zealand chosen to judge this year’s competition. Specifically, Handlin will serve on the Social Media jury, a category that aligns perfectly with VaynerMedia’s industry-leading expertise in attention-led marketing and social-first storytelling.

The One Show is world-renowned as one of the top three global awards programs for advertising, design, and digital marketing. Being selected for the jury is a testament to VaynerMedia’s creative excellence and Handlin’s leadership in the region. The 2026 jury comprises 230 top-tier creatives from 46 countries, emphasizing the global scale and rigorous standards of the competition.

For VaynerMedia, this appointment highlights our commitment to pushing the boundaries of creativity and our growing influence in the Asia-Pacific market. It reinforces our position as a powerhouse capable of not only delivering results for clients but also defining the highest standards of creative success on the world stage.

Read more at Campaign Brief.

In a recent feature by Marketing Dive, VaynerMedia was spotlighted for its pivotal role transforming PepsiCo’s Mug Root Beer into a viral sensation. The article highlights the launch of “Daddy’s Home,” a limited-edition root beer-scented cologne designed to capture the attention of Gen Z holiday shoppers using TikTok Shop.

During a presentation at Advertising Week, VaynerMedia and PepsiCo executives revealed that Mug is now the fastest-growing brand in the root beer category—a success attributed in part to their social-first creative strategy. By leaning into the brand’s bulldog mascot and unhinged digital community, the partnership has successfully converted internet memes into measurable sales growth.

The “Daddy’s Home” campaign utilizes a satirical social video that spoofs high-fashion fragrance ads. Available exclusively as a TikTok Shop bundle, the campaign demonstrates VaynerMedia’s expertise in navigating modern e-commerce and influencer landscapes. This work serves as a prime example of how VaynerMedia helps legacy brands unlock cultural relevance and dominant market share by speaking the native language of social media.

Read more about it on Marketing Dive.