In its first Super Bowl ad, Raisin Bran, the most geriatric of breakfast cereals, has pinned its hopes on a poop joke.

Starring the 94-year-old William Shatner as his scatalogical alter ego, Will Shat, the spot touts the digestive benefits of Raisin Bran, which has enough dietary fiber to help even the most irregular of eaters keep their porcelain appointments consistent.

Will Shat, whose shortened surname makes the point quite unsubtly, plays a character not unlike Captain Kirk, the legendary Star Trek voyager Shatner once played in his salad days. 

In the ad, Shat teleports from what appears to be a spacecraft to a bar to a living room and then to a tailgate, where he appears on top of a car, prompting an onlooker to yell, “Will Shat on a van!” Truly, we live in the golden age of creativity. 

Here’s what creatives thought of the ad:

Gordy Sang, Cofounder and Chief Creative Officer, Quality Meats

“I never knew people used ‘Shat’ as a shorthand, so impressive that they got away with that on network. Reminds me a lot of the K-Mart ‘I just shipped my pants’ work from back in the day.

This will probably be a crowd pleaser.”

Josh Rosenberg, CEO, Day One Agency

“Shatner for the win. The casting is literally perfect here—the ad doesn’t work without him. Very impressed with his command over the screen at 94. If Raisin Bran is his secret, I might have to reconsider my own breakfast choices.”

Daniel Gonzalez, Creative Director, Remezcla

“Raisin Bran was the cleanest example of a spot that stood out for clearly explaining what the product actually does. It made a big, expensive bet on a functional truth: better poops. It felt almost Mad Men-era in its simplicity, a reminder that clarity can still sell.”

Seth Hargrave, CEO, MediaTwo

“While the middle school humor is on point, there’s a younger fan base to consider. Hysterics could easily be followed by awkward explanations around the coffee table. However, this seems to be the modus operandi of Super Bowl messaging as a whole. So kudos to Raisin Bran for taking that risk and making it memorable, and kudos to Shat for doing what he does best.”

Watch Raisin Bran’s Super Bowl 60 Ad, “Will Shat,” below.