PEOPLE has a first look at the 'Star Trek' actor, 94, in the playful new spot

Kellogg's went all in playing puns with William Shatner's name, shortening it to Will Shat and writing "soiled" dialogue that could be taken a number of different ways, depending on just how dirty one's mind might be. It's not unlike a hilarious, adult-oriented game of Mad Libs.

Shat happens when fiber hits warp speed.

William Shatner didn’t put anyone in harm’s way while crunching on a bowl of cereal behind the wheel ... 'cause as it turns out, the whole thing was part of a bran-new Super Bowl commercial.

Spoons up.

You've got to keep your head on a swivel around the Super Bowl. People have learned to become a little skeptical this time of the year, because it’s become quite popular for strange things happening in pop culture leading to Super Bowl commercials.

He’s going from cereal bowl to Super Bowl. A viral photo of William Shatner eating a bowl of flakes while driving in Los Angeles was actually tied to a Super Bowl ad. STAY UP TO DATE WITH THE LATEST NEWS BY SUBSCRIBING TO MORNING REPORT NEWSLETTER The iconic “Star Trek” actor said that a photographer snapping publicity shots for a Kellogg’s commercial asked the 94-year-old to get behind the wheel with a spoon and bowl in hand,

WK Kellogg is promoting Raisin Bran with William Shatner during the big game as cereal sales decline. It’s also tapping the latest health and wellness trend.