Adweek Meets Superbowl Ad Copywriter (& Poet!) Becca Wadlinger

David Griner of Adweek introduces readers to Becca Wadlinger, poet, and the copywriter behind one of the Superbowl's most captivating ads. Wadlinger wrote a poem featured in an ad for Coca-Cola called "The Wonder of Us." In conversation with Wadlinger, Griner asks, "Poetic copywriting, especially in a party atmosphere like the Super Bowl, can often sound self-indulgent and overly sincere. Yours really nailed it, though. How did you find the right balance?" She responds: 

I think poetry goes great with a party atmosphere, but maybe that says too much about the kind of parties I’m invited to. But really, I knew the spot was on the thoughtful side, so during the game I was crossing my fingers that we didn’t air after an exploding yacht driven by sexy unicorns or a centaur with Kelsey Grammer rapping as the top half.

As for the writing itself, it helps that the Coca-Cola brand has such a well-established, human voice. I’m thinking about the “reds,” or the text-only ads that have spoken directly to people for years. Coke is optimistic, so I let that lead the tone of the poem.

People who read my personal work know that it’s a very different kind of poetry from what you saw in the game. It’s dark and imaginative and surreal.

Learn more about her work at Adweek.