United Kingdom, Feb. 9 -- William Shatner had "tremendous" reservations about poking fun at his name in a new advertising campaign.

The 94-year-old actor appears in a new commercial for Kellogg's Raisin Bran - which debuted during the Super Bowl broadcast on Sunday (08.02.26) - in which he teleports into various scenes to give out the cereal and is referred to repeatedly as 'Will Shat', a play on his surname sounding like the past-tense version of an expletive, highlighting the digestive benefits of the high-fibre breakfast food.

But the Star Trek legend admitted he had reservations about the concept because he was bullied over his name when he was younger.

He told Entertainment Weekly: "I haven't lost those apprehensions.

"I mean, I ...