William Shatner is back, and he's talking sh*t for Raisin Bran's Super Bowl 60 ad. The spot stars the 94-year-old actor as "Will Shat," a Star Trek-inspired character who teleports to save people from fiber deficiency. The spot is packed with digestive humor and marks Kellogg's first Super Bowl appearance in 15 years. The campaign kicked off with staged paparazzi photos of Shatner eating cereal, treating the Big Game as a multi-week narrative rather than a single moment. It positions Raisin Bran