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.