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Saturday, January 8, 2011

They say it’s a story of redemption.

Ted Williams, the recently homeless voiceover artist that would’ve made Barry White turn his head – shhh, no, he would’ve – is getting his second chance with among other things, some work at the end of the latest Kraft Mac & Cheese spot. From the Kraft side, they liked his story of redemption, and how everyone deserves a second chance. A fair point any other time, even though that’s the first time I imagine flimsy rational like that was used to justify a spot by Kraft. (While they might like the itinerant buzz now, don’t expect that logic to translate into an entire series with disgraced athletes.)

But while I was really trying to make that dog hunt, I noticed how this move to grab the latest morning talk show sensation – why not anyone then with a heartwarming story? - had me ignoring the spot itself just to get to the part where “that homeless dude talks.”

Kraft, there are a lot of others like Ted Williams out there on off-ramps. Some have legit reasons for being there; maybe some are scamming. (Either way, it’s still one helluva hard way to make a living.) If this idea of *redemption* is legit, get street teams in vans to go around donating prepared Mac n’ Cheese to these people where they are or to homeless shelters. Have Ted even handing stuff out. Circle of redemption now complete.

Think of the additional views on YouTube.

1 comment:

Dave said...

That's an excellent idea, Bill. Expect CPB to steal it without credit and claim they came up with it first, were thinking of it all along.

The spot is weak as hell. Tired old "dad's a doofus" formula, Mom to the rescue, wise-ass kid, Asian "client" and...what every commercial needs today, "Uncomfortable/Supposed to be Funny Moment at the End!"

As for the guy who ditched his seven kids and everything else at the end, it's boilerplate. I could get a character on xtranormal to have as much conviction in their voice.