'I don't like the idea of referring to it [Star Trek]'
William Shatner was quite protective of the Star Trek brand while doing his Super Bowl LX Raisin Bran ad for Kellogg’s. In the same interview with EW, Shatner said, "I don't like the idea of referring to it [Star Trek]. I try and edit it out of anything they write for me to say, as much as possible. But visually, it looks good.”
Shatner, who was dressed snazzy throughout the commercial, could be seen beaming from place to place a la a Star Trek character would travel by using the transporter. However, that, and the captain’s seat/toilet bowl he sat on at the beginning of the commercial were truly the two biggest nods to Trek, outside of Shatner’s appearance in the commercial. The veteran actor continued by saying:
“And I chose clothing that didn't reflect the [Captain Kirk] uniform, although they had originally planned [it] that way. So, I think it's a reasonable homage to Star Trek without making it Star Trek. I tried to be tongue-in-cheek about it all. I hope that there's a subtext of my knowing — that I'm kidding myself." (Continued on page 3).