Ted Williams, the “golden voice” that shot to superstardom thanks to a YouTube video shot by a Columbus Dispatch reporter, is not only riding a (turbulent) wave of celebrity. He’s also bringing viral mojo to Kraft Macaroni & Cheese.

It was announced just last week that Williams would be the spokes-voice for the latest Kraft Macaroni & Cheese ad. Within seconds it seemed, the ad was made, and in minutes it picked up 901,000 views, according to YouTube Trends. The total number of views for the entire MacNCheese channel was 1.39 million as of yesterday afternoon.

Sadly, Williams is now publicly coping with some serious personal problems, illustrated by a post on Jezebel. We hope he ultimately fares as well as the video has.