Kraft sign up the velvet voice from the streets

Remember the golden-tongued web phenomenon Ted Williams? The 53 year old homeless man, once an alcoholic, who was filmed at an Ohio roadside pitching his now famous radio tones?

Well, Kraft have just used him to record their new advert which aired on ESPN on Sunday 9th January.

That’s the power of YouTube. After his debut, Williams’ clip racked up 12 million view in a matter of days, featuring on famous talk shows including NBC’s Today Show and Late Night with Jimmy Fallon. A barrage of commemorative comments followed, showing how users fully welcomed Ted’s rise to fame, ever hopeful it would be enough to get him off the streets forever.

This story is one of many in a series of newsjacking, using breaking online videos to convey a brand message. They’re topical, relevant and a sure-fire way to get your brand noticed. You can listen to Ted’s debut as the velvet voice in Kraft’s latest advert below.

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