Category: In the Press

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.

In this recent spotlight, VaynerMedia’s creative prowess is front and center as Gary Vaynerchuk discusses the agency’s viral “Will Shat” campaign for Kellogg’s Raisin Bran. The campaign, which made its Big Game debut features the legendary William Shatner in a bold, humor-forward mission to tackle America’s “fiber gap.”

The article highlights how VaynerMedia successfully modernized a legacy brand by leaning into “shat-tastic” wordplay and cultural relevance. By pairing the 94-year-old icon’s “Star Trek” legacy with a cheeky conversation about gut health, the agency transformed a functional health discussion into a trending social moment. Gary emphasizes that the campaign’s success was rooted in a social-first strategy, beginning with staged “paparazzi” teasers of Shatner eating cereal in his car to build organic hype before the commercial even aired.

VaynerMedia didn’t just buy an ad; they created a multi touch point strategy that bridged the gap between traditional linear TV and digital engagement. By using wit to address the post-party digestive needs of Super Bowl viewers, the agency proved that even serious health topics can drive massive brand affinity when executed with daring creativity and strategic precision.

Read more about it on Business Insider.

In a recent Bloomberg interview, VaynerMedia founder Gary Vaynerchuk offered a counter-intuitive take on the high cost of Big Game advertising. Despite the record-breaking price tags for 30-second spots, Vaynerchuk argues that Super Sunday ads remain the most “underpriced” media buy in the world.

While traditional linear TV commercials are often ignored as viewers pivot to their phones, the Super Bowl is the only event where the audience remains captured, actively anticipating and discussing the ads. For VaynerMedia, this represents a unique opportunity to achieve massive reach and cultural relevance.

However, Gary also issued a warning. Outside of this event, most linear TV advertising is significantly overpriced and inefficient, especially if the creative is off. He emphasized that VaynerMedia’s success, including this year’s standout “Will Shat” spot for Kellogg’s Raisin Bran, stems from a “social-first” strategy. By utilizing the Super Bowl as a launchpad for digital conversation, rather than just a one-off broadcast moment, the agency continues to prove that the true value of an ad is measured by the depth of consumer engagement.

Read more about it on Bloomberg.

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.