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Clear out junk files and repair common Windows errorsFree Scan →Scan for outdated or missing drivers - takes under a minuteDriver Scan →William Shatner said he had “tremendous” reservations about a 2026 Raisin Bran Super Bowl ad that turned his name into the bathroom pun “Will Shat.” The joke echoed childhood teasing over his surname, he told Entertainment Weekly, including locker-room fights with classmates who used the nickname. He ultimately took part, describing his performance as tongue-in-cheek.
What was the Super Bowl ad’s joke?
The Raisin Bran spot featured Shatner as “Will Shat,” appearing in different locations to hand out the cereal. The wordplay tied his surname to bathroom humor and the product’s fiber message. Reel 360 reported that the ad debuted during the February 2026 Super Bowl broadcast.
That was the campaign’s promotional premise. Shatner’s account of agreeing to it was more personal: the name joke brought back a sore spot from his childhood.
Why did the joke worry Shatner?
In remarks from an Entertainment Weekly interview reported by Reel 360, Shatner said classmates had teased him about his surname when he was young. He recalled telling them, “Don’t call me that!” and fighting them in the locker room. He said the memory still “lurks,” even though adults eventually stopped making the joke.
#1 Best Overall
- The information below is per-pack only
- CRUNCH WITH PURPOSE: High fiber cereal to help support digestive health; Each serving provides 26% daily value of fiber and 28g whole grains
- BURSTING WITH FLAVOR: Delicious raisins perfectly balanced with crisp, toasted whole grain wheat and bran flakes in every irresistible spoonful
- SIMPLY NOURISHING: Made with just 7 simple ingredients plus iron; Good source of 8 vitamins and minerals
- SWEET SUN-RIPENED RAISINS: A spoonful goes a long way with real fruit and whole grains; Enjoy with milk, top yogurt, or munch straight from the box
Shatner said he had not lost his apprehensions about the ad. He also wondered how to make the bathroom humor amusing and whether it could be kept in “decent taste.” His comments describe his own history and decision; they do not suggest that childhood bullying was harmless or that people who are teased should respond with humor.
Why did Shatner agree to appear?
Shatner ultimately chose to participate and framed the performance as knowingly tongue-in-cheek. As quoted by Reel 360, he said, “I tried to be tongue-in-cheek about it all,” and hoped viewers would see a subtext that he knew he was kidding himself.
Rank #2
- CRUNCH WITH PURPOSE: High fiber cereal to help support digestive health; Each serving provides 26% daily value of fiber and 28g whole grains
- BURSTING WITH FLAVOR: Delicious raisins perfectly balanced with crisp, toasted whole grain wheat and bran flakes in every irresistible spoonful
- SIMPLY NOURISHING: Made with just 7 simple ingredients plus iron; Good source of 8 vitamins and minerals
- SWEET SUN-RIPENED RAISINS: A spoonful goes a long way with real fruit and whole grains; Enjoy with milk, top yogurt, or munch straight from the box
- WHAT YOU GET: Includes one 20.9 oz large-size box of Kellogg's Raisin Bran cereal; Shelf stable; Instant and ready to eat
That framing helps explain how he approached the role, but it does not erase the discomfort he described. Both things are part of his account: the pun brought up an old wound, and he decided to use it in a comic performance.
How did the campaign team explain the ad?
VaynerMedia, the agency behind the work for WK Kellogg Co, described the creative as built around Raisin Bran’s fiber message. Its account says the team planned publicity ahead of the game and discussed broadcast wording with the network, the NFL and its legal team. That is the agency’s description of its own process, rather than Shatner’s explanation for taking part.
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- CRUNCH WITH PURPOSE: High fiber cereal to help support digestive health; Each serving provides 26% daily value of fiber and 28g whole grains
- BURSTING WITH FLAVOR: Delicious raisins perfectly balanced with crisp, toasted whole grain wheat and bran flakes in every irresistible spoonful
- SIMPLY NOURISHING: Made with just 7 simple ingredients plus iron; Good source of 8 vitamins and minerals
- SWEET SUN-RIPENED RAISINS: A spoonful goes a long way with real fruit and whole grains; Enjoy with milk, top yogurt, or munch straight from the box
- WHAT YOU GET: Includes one 22.1 oz family-size box of Kellogg's Raisin Bran cereal; Shelf stable; Instant and ready to eat
The agency’s campaign transcript also says, “95% of Americans aren’t getting enough fiber on Super Bowl night.” It does not identify an underlying study, publisher or year, so that figure is best understood as a campaign claim, not an independently established statistic.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What did later commentary say about the ad?
In a March 13, 2026, Psychology Today article, Izzy Kalman interpreted the commercial as a possible opening for discussion about name ridicule and resilience. That is the author’s commentary, not a finding established by Shatner’s interview or the agency’s campaign account. Shatner’s own remarks support a narrower conclusion: this particular pun recalled a painful experience for him, and he chose to perform it with self-awareness.
Quick Recap
Best Value
- CEREAL BAG: Contains One (1) 39 oz Malt-O-Meal Raisin Bran cereal that delivers crispy whole grain wheat and bran flakes with sun dried raisins for an energizing cold breakfast cereal
- WHOLE GRAIN GOODNESS: Crispy whole grain wheat and bran flakes with naturally sweet sun dried raisins, a low fat, cholesterol free, heart healthy cereal and excellent source of fiber, iron and folate
- FAMILY SIZE VALUE: This family size cereal is perfect as cold breakfast cereal or a crunchy after school snack, ideal for busy families who love bran flakes with sun dried raisins in every spoonful
- ENJOY IT YOUR WAY: Enjoy this breakfast cereal with your favorite milk, or snack on the crunchy bran flakes and sweet raisins straight from the bag anytime, day or night
- VALUE BAG CEREAL: Resealable Malt-O-Meal cereal bags deliver bulk cereal savings, help keep every spoonful fresh and crunchy
Rank #4
- The information below is per-pack only
- CRUNCH WITH PURPOSE: Good source of fiber to help support digestive wellness; Made with real fruit, plus 6 vitamins and minerals
- BURSTING WITH DELICIOUS: Sweet sun-ripened raisins, toasted flakes, and crunchy oat clusters glazed with a touch of golden honey
- GET UP AND GO: Each serving delivers 17g of whole grains to help you start your day; Enjoy sweet flavor and crunchy texture in every spoonful
- GREAT ANY TIME OF DAY: A low fat, fiber cereal to enjoy with your favorite dairy milk or oat milk; Makes tasty office snacks or road trip snacks
Sources
- Reel 360, “William Shatner wrestled with name joke in Raisin Bran ad,” February 9, 2026
- Izzy Kalman, “William Shatner Shows the Way for Name Ridicule,” Psychology Today, March 13, 2026
- VaynerMedia campaign account and transcript for its WK Kellogg Co Raisin Bran work
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