William Shatner Stars in 2026 Super Bowl Commercia
William Shatner is the face of Kellogg’s Raisin Bran’s 2026 Super Bowl commercial
The ad sees the Star Trek icon spreading the message that "It’s fiber time" after indulging during the big game
The cheeky spot is filled with punny references to gut health
William Shatner has a new role: “bran ambassador.”
The Star Trek icon, 94, is the face of Kellogg’s Raisin Bran’s 2026 Super Bowl commercial, and PEOPLE has an exclusive first look.
“Will Shat here,” he announces in the funny sci-fi-themed spot. “Bringing fiber to the masses with Kellogg’s Raisin Bran.
The actor, who appears to be on a spaceship, then responds to a lit sign that warns, “America: low on fiber.”
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Kellogg's
“Duty calls,” he says, then beaming himself to a sports bar filled with diners, armed with a box of cereal.
“Will Shat,” a woman asks, to which he replies, “Every darn day.”
He then transports himself to a family’s home to advise, “It’s fiber time.” “Is that dog a shih tzu?” he asks, pointing to a pip on the couch.
Finally, he arrives at a football tailgate, where he stands on the roof of a vehicle in the parking lot.
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Kellogg's
“Will Shat on the car!” one attendee points out, as Shatner mutters that he’s “too old for this.”
Shatner tells PEOPLE he thought the concept was a “really fun idea.”
“There's a line between make sure you don't offend anybody and have fun, and yet, you're talking about going to the bathroom,” he says.
The Kellogg’s campaign aims to send the message that its bran can offer a post–game day reset after a weekend of overindulging in decadent snacks.
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Aside from fiber, the nonagenarian star credits his vibrancy to following the belief that “food is a medicine” and maintaining “childlike curiosity for the rest of your life.”
But the actor, who was photographed eating a bowl of raisin bran while sitting in his driver’s seat at an L.A. stoplight last week, was already game for starring in the spot.
“Is there anything more prestigious than having a commercial on the Super Bowl?” he asks.