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William Shatner Explains Pic Of Him Eating Cereal While “Driving”: A photo of William Shatner eating cereal while in the driver’s seat of a car went viral this week…but looks can be deceiving. Shatner spilled the details to “TMZ” saying he was just posing for publicity pics during the process of filming a Kellogg’s Super Bowl ad! Shatner thinks the reaction to the photo is pretty great,and tells “TMZ” it's a good reminder to say "yes" to opportunities.