Wildly enough, this was my first-ever project. At the time, my first book of poetry had hit the shelves, and I was working behind the pizza counter at Whole Foods in Downtown Portland. Through absolute happenstance, I was asked by Dan Wieden to jump into this project and take a swing at ad writing. The remarkable Joe Staples headed up the team. I was not told much. I was asked to write a "monologue" that a coach might give a team at half-time. Four of my lines were used to finish the already written script. I was paid 300 dollars. The commercial became a zeitgeist and ended up being railed against on Fox News and nominated for an Emmy.