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.