Was considered a premier voiceover artiste, especially in the advertising world. Amongst the products Bill vocalised for were Pan Am Airways, Seiko watches, Cadbury's Flake, Denim aftershave ("for men who didn't have to try too hard") and famously the Carlsberg's "Probably the best lager... in the world" promotion, which he took on after
Orson Welles demanded too much money to continue promoting the drink.