Get it while it’s hot: Kraft’s new spot featuring Ted Williams

Kraft is definitely one to seize great opportunities. Their latest TV spot for the new Kraft Homestyle Macaroni & Cheese is the first commercial ever to feature Ted Williams- the "homeless man with the golden voice." Discovered 8 days ago on the streets of Columbus, Ohio, a homeless Ted Williams reached international stardom when he was asked by a reporter to "say something for a dollar." The video was viewed more than 13 million times in a matter of hours. Job offers have poured-in since then, and he has become a symbol of hope in people's hearts.


The new spot was recorded just last week and aired during the Kraft Fight Hunger Bowl:


The decision of including Ted in the ad has proven to be nothing short of an excellent ticket for media coverage, both for him and the company. He represents the idea of overcoming obstacles and beating the odds. It does not mean that the brand's image and Ted's is the same- I'm certain it was not for purposes other than leveraging on his newfound fame. But the fact that Kraft gave "homeless Ted" his first ad job will definitely be remembered. Talk about taking PR to the next level.

Some Youtube users wrote:

"Hey Kraft, I know your macaroni and cheese products are smooth, but Ted’s voice is even smoother. Box that voice with every box!"

"I buying this just for Ted Williams!"

"HIS VOICE MADE IT EVEN BETTER!"

What really struck me in a positive way was Kraft's ability to act, and fast, in order to come up with the brilliant idea of getting Ted in the spot. There's an old proverb that goes like this: "Strike while the iron is hot." Beautifully exemplified. In life and in business, it's all a matter of seizing opportunities...

Kraft is planning on airing a second spot that will debut during the Golden Globe Awards on January 16th on NBC.

Now that's being faster than a speeding bullet.

4 Responses to "Get it while it’s hot: Kraft’s new spot featuring Ted Williams"

  • […] This post was mentioned on Twitter by More than Branding, Maria Elena More. Maria Elena More said: New post: Get it while it’s hot: Kraft’s new spot featuring Ted Williams http://bit.ly/ebqQMY […]

  • Jennifer
    January 13, 2011 - 3:28 pm

    This was a brilliant strategy. This really shows you how much brands and Advertising Agencies have to be up to date with what’s going on in social media.

  • […] The folks of the The Fork Party have sent us this awesome composition illustrating the changes that took place during 2010. Amazing what can happen in 365 days, huh? Understanding change and its effect on people’s behavior is essential if you want to be ahead of the game. Content changes and channels change. Just think, could we have predicted 6 years ago that something such as Twitter would be shifting the way we communicate with each other and with our customers? Understanding change is the first step in being the element that triggers it. Not to mention a great way to seize opportunities that may arise. If you don’t believe me, just ask the folks of Kraft… […]

  • […] The folks of the The Fork Party have sent us this awesome composition illustrating the changes that took place during 2010. Amazing what can happen in 365 days, huh? Understanding change and its effect on people’s behavior is essential if you want to be ahead of the game. Content changes and channels change. Just think, could we have predicted 6 years ago that something such as Twitter would be shifting the way we communicate with each other and with our customers? Understanding change is the first step in being the element that triggers it. Not to mention a great way to seize opportunities that may arise. If you don’t believe me, just ask the folks of Kraft… […]

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