Ed Sheeran gets a giant bear tingly for his hot sauce

completemusicupdate.com:

Earlier this year Ed Sheeran launched his own hot sauce brand Tingly Ted’s. Now he’s ready to take it to the next level with an advertising campaign created with Warner Music’s brand partnerships division WMX and the actual maker of the sauces, The Kraft Heinz Company.The campaign answers that age-old question: What would happen if Ed Sheeran was friends with a giant grumpy teddy bear who really liked hot sauce?

It also gives us the tagline “makes anything a tingly thing”, which I think we’d all be quite happy for them to have back.Three adverts have been made as part of the campaign, with the first out now.

It sees Ed and Ted out for a meal together. Another customer asks Ted to use the hot sauce after him. But Ted then drains all the hot sauce.

Though for some reason the man still takes the bottle. Meanwhile, Ed apologises for the turn of events.Explaining the thinking behind all this, WMX’s Associate Creative Director Charlie Rout says: “Hot sauce has traditionally lent on the likes of heavy metal and crossbones for its brand identity, but we were working with Ed Sheeran and a grumpy six foot teddy called Ted”.Sure.