(Crain's) — Kraft Foods Inc. has turned to Internet sensation Ted Williams to be the voice of four new mac and cheese television ads, adding to the organizations that are helping to lift the Ohio man out of homelessness.
"His amazing voice is perfectly suited for our campaign," a Kraft spokeswoman said.
Mr. Williams, 53, recently rocketed to fame after a Columbus (Ohio) Dispatch newspaper profile and video showcasing his voiceover skills became an Internet sensation. Within days, the homeless man, whose radio career disappeared amid personal problems including drug and alcohol addiction, was fielding various job offers.
"There's no way in the world that I could have ever imagined that I would be — I mean, just (to) have all of this just all of a sudden come into this portion of my life," he said during a Thursday appearance on NBC's "Today" show.
While in New York on Thursday morning — between being reunited with his 90-year-old mother and appearing on morning television shows — he went into a studio and did voiceover work for Kraft, the spokeswoman said.
The timing was perfect, the Northfield-based food company was in the process of putting the spots together, she added.
"We were in the unique position to help Ted use his voice to gain employment and help our campaign," she said. "We're thrilled to help Ted on his journey."
The first advertisement is scheduled to run Sunday night during ESPN's broadcast of the Kraft Fight Hunger Bowl. The football game has Boston College playing Nevada.
The Kraft spokeswoman said she is unaware of the air dates for the remaining three commercials and does not know if the company will hire Mr. Williams again for more work.
It's not Mr. Williams' only new gig these days. He says the NBA's Cleveland Cavaliers offered him a job doing announcing work under a two-year contract that includes living expenses.
Mr. Williams until recently was homeless, living in shelters and occasionally with family and friends over the past few years. His past includes a lengthy list of arrests, prison time for theft and forgery and numerous misdemeanors. After a May 14 arrest he pleaded guilty to a first-degree misdemeanor theft charge. In court records, his address is listed as "Streets of Columbus."
Mr. Williams acknowledged his record during the "Today" show appearance and explained that he turned to crime so he could afford his drug habits.
Mr. Williams said his life began spiraling downward in 1996 when he began drinking alcohol "pretty bad." He used marijuana and cocaine and lost interest in his radio career. He eventually wound up on the streets, despite the best efforts of his children, seven daughters and two sons who all live in the Columbus area.
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