Ep 9. The Big Ad

In the second season of Dragnet (1967), Episode 9 titled The Big Ad, we are once again immersed in the gritty yet engaging world of the Los Angeles Police Department’s detective unit. This episode dives deep into the complexity of crime as Joe Friday and his partner, Frank Smith, tackle a case that revolves around the intricacies of advertising and the ramifications of deceitful practices.

As the episode opens, viewers are introduced to the bustling backdrop of 1960s Los Angeles, capturing the vibrant energy of the city along with its underlying tension. Advertising is a booming industry during this era, and with that come not just creativity and innovation, but also the potential for exploitation and scams. Friday and Smith's investigative prowess is put to the test as they unravel a case that highlights the sometimes murky waters of marketing and the law.

The plot kicks off when a local business owner reports a troubling incident that seems tied to a misleading advertisement. Initially, it appears to be a straightforward case of consumer deception; however, as Friday and Smith delve deeper, they quickly learn that there’s more going on beneath the surface. The detectives navigate a series of interviews with various stakeholders in the advertisement—clients, artists, and distributors—that gradually peel back layers of subterfuge and reveal a more intricate web of crime.

The pacing of the episode is classic Dragnet, marked by its no-nonsense dialogue and methodical approach. The writers masterfully craft moments of tension and drama intertwined with elements of humor that arise from the interactions between Friday, Smith, and the colorful characters they encounter. Each interview reveals not just facts pertinent to the case, but also introduces new suspects and motives that signal a larger conspiracy at play.

In true Dragnet fashion, the episode scrutinizes themes of morality and ethics within the advertising profession. As the detectives confront various defendants, they contend with the ethical implications of their actions—raising questions about what constitutes honesty in advertising and how far individuals will go to make a profit. This thematic exploration is woven seamlessly into the narrative, allowing viewers to engage with the social commentary while remaining captivated by the procedural elements of the investigation.

The Big Ad also features the iconic style of the series, including its distinctive use of narration and documentary-like realism. Friday and Smith’s dialogue is sharp, often reflecting the no-frills attitude of a police investigation. Their interactions are intentionally crafted, showcasing both professionalism and camaraderie while grounding the episode in the reality of police work.

As the case unfolds, the detectives encounter several red herrings and unexpected twists. Each new lead opens up another avenue of investigation, leading to the shocking discovery of how deeply intertwined the lines of legality and morality can become in the fast-paced world of advertising. The meticulous attention to detail in the script allows viewers to feel the mounting tension as Friday and Smith piece together the clues, culminating in a gripping climax that reinforces the show’s core ethos of relentless pursuit of justice.

Additionally, The Big Ad pays homage to the era’s advertising culture, showcasing how the changing American landscape influences public perception and economic behaviors. The period-specific references—ranging from the styles of advertisements to the societal norms of the 1960s—contribute a rich layer of authenticity to the episode. As viewers watch Friday and Smith navigate the complexities of this world, they are also presented with a snapshot of a transformative time in American history.

In conclusion, The Big Ad is not only a compelling episode in the Dragnet catalog, but it also serves as a thought-provoking narrative that invites contemplation about the intersection of crime, commerce, and ethics. Through its meticulous storytelling, dynamic character interactions, and sharp social commentary, this episode exemplifies why Dragnet remains a seminal work in the police procedural genre. As audiences follow the path of the relentless detectives, they are reminded of the timeless principles of truth, integrity, and the pursuit of justice in an ever-evolving world.