• by Tanya Gazdik , Yesterday

Super Bowl spots, especially those featuring celebrities, are expensive. Smart brands milk them for all they can. 

And it makes perfect sense that one brand — Raisin Bran — would be comfortable with milk.

The cereal company has a deal with the immortal William Shatner, who has been captured in recent days doing some pre-Big Game stumping for the brand. 

“The Star Trek icon, 94, was photographed holding a box of the Raisin Bran along with a newspaper as he steps out of his car head of his Big Game debut,” according to People. “The image, released on Jan. 22, shows Shatner clad in an all-black ensemble as he arrives at a studio in Los Angeles.”

This isn’t the first snap of the star with Raisin Bran to surface recently. 

“The Star Trek icon recently went viral after getting snapped eating a bowl of cereal in his car while at a stoplight on Jan. 20 — both hands were off the wheel as he held the bowl and spoon and took a bite,” according to Entertainment Weekly. 

Both photos appeared as if he was caught in the moment by paparazzi.

“The coincidence started to strain credulity, begging questions about why Shatner was suddenly being papped like a Marvel star,” according to Adweek. “And why with so much cereal?”

The commercial will mark the first appearance of a  Kellogg’s ad in roughly 15 years.

“The cereal brand, long associated with fiber and digestive health, is making its Super Bowl debut this year with a spot set to air just ahead of halftime on streaming platforms, with additional regional placements during the broadcast,” according to Adweek.

The Shatner sightings were designed to let gossip sites and social feeds accomplish the early amplification, per the trade publication.

Shatner has been largely out of the spotlight recently after a run of partnerships spanning several decades. 

The actor lost his longtime gig as the primary celebrity ambassador for Priceline in 2022 when the travel company shifted to Kaley Cuoco, according to Marketing Daily.  

He has appeared in spots for a variety of other companies over the years including  Planet Fitness, Visit California, SoClean, Medicare Coverage Helpline and Hupy & Abraham personal injury law firm of Milwaukee. 

Most recently he was in a campaign for LifeWave, a wellness technology company, where he starred as the “world’s oldest intern.”