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.