Charles In Charge

Crooner Barry White takes a temporary respite from his gig as an Arby’s pitchman, replaced by another legend from the fast-food chain’s pool of celebrity hucksters, Ray Charles.
A new 30-second spot for Ft. Lauderdale, Fla.-based Arby’s broke last week. It’s a test of a new sandwich, the triple cheese and bacon. The new offering is being supported in a nationwide rollout, though media buys are all spot, via national agency Doner, Southfield, Mich.
This isn’t the first Arby’s spot featuring Charles. The company rotates through a stable of several celebrity voices, including actor Jack Palance and comedian Rodney Dangerfield. The newest addition to the chain’s roster is Lauren Bacall, who will use her smoky voice for Arby’s annual glassware promotion in November.
–Tanya Irwin