William Shatner’s Raisin Bran Cameo Is a Super Bowl Setup

William Shatner simply wished to eat his breakfast in peace.

When photographs appeared on websites like TMZ and MailOnline earlier this week, snapping the 93-year-old actor consuming a bowl of cereal in his automobile in LA site visitors, the grainy, paparazzi-style photographs steered a person caught mid-meal relatively than mid-brand deal.

Nonetheless, within the days since, one other set of pictures has emerged, displaying Shatner getting out of a automobile, with a field of Raisin Bran tucked underneath his arm, as if he had simply popped out to restock his cabinet.

The coincidence began to pressure credulity, begging questions on why Shatner was instantly being papped like a Marvel star. And why with a lot cereal?

Because it seems, the photographs are a part of a intentionally staged lead-up marketing campaign for Raisin Bran’s first Super Bowl ad, a spokesperson for the inventive company behind the marketing campaign, VaynerMedia, confirmed to ADWEEK.

The cereal model, lengthy related to fiber and digestive well being, is making its Super Bowl debut this year with a spot set to air simply forward of halftime on streaming platforms, with extra regional placements in the course of the broadcast.

The industrial will mark the primary look of the father or mother firm, WK Kellogg Co in roughly 15 years.

Kellogg’s has positioned the marketing campaign as a humorous nudge towards higher intestine well being at a second when customers are paying nearer consideration to vitamin, a part of a broader pattern set to rework the sport into the so-called Wellness Bowl.

The artwork of the pap-walk advert

Lately, manufacturers’ Tremendous Bowl efforts have themselves remodeled from a one-time 30-second spot right into a sprawling, multi-week advertising occasion.

The Shatner sightings have been designed to spark curiosity earlier than the reveal, designed to let gossip websites and social feeds accomplish the early amplification.