Why William Shatner is Eating Cereal in Traffic: The Super Bowl LX Campaign

Captain's Log: It's time for breakfast. The internet was recently puzzled by photos of William Shatner dining on cereal behind the wheel, but it's not a senior moment—it's a multi-million dollar strategy. EW has confirmed that the 94-year-old icon is the face of Kellogg's Raisin Bran's upcoming Super Bowl ad.

William Shatner Super Bowl Raisin Bran Ad Reveal

The viral snapshots, which showed the Star Trek legend taking a bite of cereal at a red light in Los Angeles, were meticulously planned. According to a Kellogg's representative, these "paparazzi" moments were designed to generate buzz ahead of Super Bowl LX, which kicks off on February 8, 2026.

Shatner's involvement comes as a surprise to many, especially following recent tabloid rumors regarding his health. In September, the actor took to social media to debunk reports of a hospitalization, jokingly telling fans, "Don't trust tabloids or AI!" His current partnership with Kellogg's proves the nonagenarian is as active as ever.

A Legacy of Bold Moves

This isn't Shatner's first time making headlines for his daring activities. In 2021, he became the oldest person to travel to space aboard Blue Origin's NS-18 mission at age 90. Now, he's conquering the world of viral advertising, proving that even a bowl of cereal can become a global talking point when James T. Kirk is involved.