William Shatner’s Super Bowl Ad: A Lesson in Bullying & Resilience

The Super Bowl isn’t just about football; it’s grow a cultural touchstone for memorable commercials. This year, a Kellogg’s Raisin Bran ad featuring William Shatner, now 94, has captured attention not just for its humor, but for a surprisingly resonant message about coping with ridicule. While the commercial’s primary aim is to offer relief from constipation, it’s sparked conversation about the lasting impact of childhood teasing, particularly around names.

Bullying takes many forms, and one of the most common is the mocking of a person’s name. A significant number of children who seek help for bullying report experiencing this specific type of harassment. Stories of children facing name-ridicule are frequent, and the issue has been addressed in discussions surrounding names like Trump and Isis, as highlighted in previous writings on resilience to bullying. Advice for bullied kids named Trump and Advice to kids named Isis.

What makes the Raisin Bran commercial particularly poignant is Shatner’s own history with name-based teasing. As revealed in an interview with Entertainment Weekly, he was once deeply self-conscious about being called “Will Shat.” William Shatner worried Super Bowl ad joking about poop and name after bullying. He recounts experiencing physical fights in the locker room over the nickname, a “sore spot” from his childhood. The fact that the advertising team even identified this vulnerability speaks to the enduring power of these early experiences.

Finding Resilience Through Humor

So, how can children—and adults—uncover relief from the pain of name-ridicule? Shatner’s approach in the commercial offers a powerful example. It speaks to the core of emotional health and resilience, concepts often explored in discussions about bullying prevention.

In seminars for parents and teachers, one question I frequently pose is: what defines an emotionally healthy person? Is it someone who demands perfect treatment and becomes upset by any criticism, or someone who acknowledges imperfections, can handle criticism, and can even laugh at themselves? The answer, overwhelmingly, is the latter. This ability to self-deprecate is central to resilience. Those who require constant validation are more vulnerable to bullying, and often less pleasant to be around.

Interestingly, the very societal push to eradicate bullying—to ensure everyone is treated with dignity regardless of their differences—may inadvertently contribute to the problem. By instilling the belief that no one has the right to make fun of anyone, we may be fostering a sense of entitlement to perfection, making individuals more susceptible to being hurt by teasing.

The commercial’s brilliance lies in Shatner’s willingness to embrace the very nickname that once caused him distress. He’s not simply tolerating it; he’s leaning into it, playing along with the joke. This isn’t about financial gain—he’s already financially secure—but about bringing joy to others. He embodies the idea that laughter can be a powerful coping mechanism.

The Raisin Bran ad, featuring Shatner proclaiming “Will Shat, in the house!” and responding to surprised reactions with “Every day!”, provides a visual demonstration of this principle. It’s a playful, lighthearted approach to a potentially painful experience.

This commercial deserves to be shown to children vintage enough to understand the humor, and can be a valuable tool in counseling or social skills groups. To facilitate discussion, consider these questions:

• Does this commercial increase or decrease your respect for William Shatner?
• Do you think William Shatner agreed to the commercial because he is foolish or lacks self-respect?
• If someone makes fun of your name, does it automatically mean they dislike you?
• Do you enjoy being around people who need constant reassurance and become upset by minor criticisms?
• Do you appreciate humor? Is it funnier when people are successful and happy, or when they stumble and make mistakes?
• Why is laughter often referred to as “the best medicine”? Why might it be beneficial to laugh at someone’s misfortune?
• Could it be healthy for others to tease you?

When teaching children to respond to name-ridicule, it’s important to emphasize that they are not obligated to enjoy it, nor must they allow it to continue indefinitely. If a joke is genuinely hurtful, they have the right to say so. A response could be, “That’s not very funny,” or “Can we talk about something else?” If the teasing persists, they can assertively state, “That’s getting old. Please stop.”

The key is to avoid getting upset or angry, to demonstrate confidence and a willingness to laugh at oneself, and to recognize that the ability to make fun of oneself can foster reciprocity—allowing one to playfully tease others in return.

I’ve even used a game in groups for bullied children where they take turns insulting each other, with the rule that getting upset earns a point. The person with the fewest points wins. Surprisingly, no one ever gets upset; they laugh instead. For some, it’s the hardest they’ve laughed in a long time.

Showing age-appropriate celebrity roasts or shows like MTV’s Yo Momma Yo Momma can likewise be eye-opening, providing examples of how humor can be used to disarm and connect. The goal is to cultivate resilience and happiness.

What’s Next for Bullying Prevention?

The conversation sparked by William Shatner’s commercial highlights the need for a nuanced approach to bullying prevention. It’s not simply about eliminating teasing altogether, but about equipping children with the emotional tools to navigate it effectively. This includes fostering self-awareness, promoting resilience, and encouraging a healthy sense of humor. Continued research into the psychological effects of bullying, and the development of evidence-based interventions, are crucial. Further exploration of the link between societal expectations of perfection and vulnerability to bullying is also warranted.