NEW YORK (AdAge.com) -- The homeless man with the golden pipes, Ted Williams, may be going into rehab, but the web still loves him. In his first real job after being discovered panhandling by the side of a highway, Mr. Williams gave some viral mojo to a typically staid Kraft TV ad, making it the sixth most-watched ad on the web last week, with nearly 700,000 views.
It's Kraft's first time on the Viral Video Chart, courtesy of Mr. Williams' silky voice-over: "Kraft Homestyle Macaroni and Cheese, cheesy noodles topped with golden brown bread crumbs. You know you love it!" A making-of video showing Mr. Williams in the studio recording the spot, also posted by Kraft, has a quarter-million views so far on YouTube.
Kraft hired Mr. Williams soon after this amateur video became a web sensation and prompting appearances on "Dr. Phil" and NBC's "Today." "Like many others, Kraft Macaroni & Cheese and our ad agency was moved by Ted Williams' story," Kraft spokeswoman told Ad Age. "His amazing voice is perfectly suited to our campaign. We were in the middle of making our TV spots and in a unique position to help Ted use his great voice to gain employment."
Sadly, on "Dr. Phil," Mr. Williams admitted he's still drinking, but that only added to the drama. Visible Measures estimates that videos containing Mr. Williams, including Kraft's ads, were viewed 30.9 million times on the web since his saga began two weeks ago.
Other new campaigns on the viral chart include "Make It Great" from Microsoft and a video from Popcorn, Indiana featuring models playing the three witches from Shakespeare's Macbeth wearing bras made of, well, popcorn.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Microsoft Office||Make It Great||Division of Labor||1,155,491||New|
|2||1||Heineken||The Entrance||Wieden & Kennedy||975,243||-53%|
|3||2||Evian||Live Young||BETC Euro RSCG||945,233||+1%|
|4||4||DC Shoes||Gymkhana Three||In-house||832,811||-2%|
|5||6||Blendtec||Will it Blend?||In-House||685,008||-7%|
|6||New||Kraft||Homestyle Macaroni and Cheese||Crispin Porter & Bogusky||683,588||New|
|7||Back on Chart||Hyundai & YouTube||YouTube Symphony Orchestra 2011||N/A||575,606||Back on Chart|
|8||10||DC Shoes||Gymkhana Two||In-house||497,425||+1%|
|9||Back on Chart||Geico||Really Save||The Martin Agency||441,580||Back on Chart|
|10||New||Popcorn, Indiana||Munch Better Contest||The Ad Store||439,667||New|
Source: Visible Measures
*The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations.
Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week.
**Indicates percent change in views compared with the same period the week before.
To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact Visible Measures directly.