Homeless Man Ted Williams Lands Kraft TV Ad on Viral Video Chart

Videos Featuring the Man With the 'Golden Voice' Were Viewed Nearly 31 Million Since Saga Began

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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 Microsoft Office: Make It Great
2 1 Heineken The Entrance Wieden & Kennedy 975,243 -53% Heineken: The Entrance
3 2 Evian Live Young BETC Euro RSCG 945,233 +1% Evian: Live Young
4 4 DC Shoes Gymkhana Three In-house 832,811 -2% DC Shoes: Gymkhana Three
5 6 Blendtec Will it Blend? In-House 685,008 -7% Blendtec: Will it Blend?
6 New Kraft Homestyle Macaroni and Cheese Crispin Porter & Bogusky 683,588 New Kraft: Homestyle Macaroni and Cheese
7 Back on Chart Hyundai & YouTube YouTube Symphony Orchestra 2011 N/A 575,606 Back on Chart Hyundai & YouTube: YouTube Symphony Orchestra 2011
8 10 DC Shoes Gymkhana Two In-house 497,425 +1% DC Shoes: Gymkhana Two
9 Back on Chart Geico Really Save The Martin Agency 441,580 Back on Chart Geico: Really Save
10 New Popcorn, Indiana Munch Better Contest The Ad Store 439,667 New Popcorn, Indiana: Much Better Contest
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