![\"Star Trek\" franchise icon William Shatner, pictured in 2016.
William Shatner](https://images2.minutemediacdn.com/image/upload/c_crop,x_1621,y_0,w_4200,h_2362/c_fill,w_720,ar_16:9,f_auto,q_auto,g_auto/images/ImagnImages/mmsport/370/01kgdy9q3ge5fbwty0kr.jpg "\\"Star Trek\\" franchise icon William Shatner, pictured in 2016.
William Shatner")
"Shat's about to get real" in Kellogg’s 30-second TV spot and the extended version.
Kellogg’s collaboration with Star Trek icon William Shatner has led to one of the funniest and perhaps filthiest advertising campaigns in recent history. The food manufacturer is putting its money where its mouth is and a lot of it. With a 30-second television spot selling for a cool $8 million in 2026 (per Adweek), "Shat's about to get real" at Super Bowl LX, and the fans are reacting positively to the pun-heavy marketing stunt selling Raisin Bran cereal. Watch the video below.
Kellogg’s went all in playing puns with William Shatner’s name, shortening it to Will Shat and writing "soiled" dialogue that could be taken a number of different ways, depending on just how dirty one’s mind might be. It’s not unlike a hilarious, adult-oriented game of Mad Libs.
However, in case there are those out there who aren’t aware of the double meaning: Shat is a nice way of saying s**t. This is how Raisin Bran can get away with Shatner saying things like he's "too old for this shat,” as he dives off the top of a car in the Super Bowl spot.
Want even more Shat? Check out the extended cut of the ad on the next page.