But perhaps no other moment announced fiber’s arrival on the main stage like the Super Bowl commercial for Kellogg’s Raisin Bran, which has William Shatner—or “Will Shat” as he is called in the ad—teleporting into a sports bar, a living room and a tailgate party as part of a mission to solve America’s fiber deficiency. All of this amounts to some long overdue attention to a nutrient whose best-known benefits tend toward the scatological.