William Shatner simply wished to eat his breakfast in peace.
When pictures appeared on websites like TMZ and MailOnline earlier this week, snapping the 94-year-old actor consuming a bowl of cereal in his automobile in LA site visitors, the grainy, paparazzi-style pictures prompt a person caught mid-meal relatively than mid-brand deal.
Nevertheless, within the days since, one other set of photographs has emerged, exhibiting Shatner getting out of a automobile, with a field of Raisin Bran tucked beneath 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 immediately being papped like a Marvel star. And why with a lot cereal?
Because it seems, the pictures are a part of a intentionally staged lead-up marketing campaign for Raisin Bran’s first Tremendous Bowl advert, 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 Tremendous Bowl debut this yr with a spot set to air simply forward of halftime on streaming platforms, with further regional placements throughout the broadcast.
The business 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 shoppers are paying nearer consideration to vitamin, a part of a broader pattern set to remodel the sport into the so-called Wellness Bowl.
The artwork of the pap-walk advert
In recent times, 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 had been designed to spark curiosity earlier than the reveal, designed to let gossip websites and social feeds accomplish the early amplification.
