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.