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Local Ad

"Local Ad" is the ninth episode of the fourth season of the American comedy television series and the show's sixty-second episode overall. The episode was written by , who also acts in the show as , and directed by . It originally aired in the United States on October 25, 2007, on .

Episode Overview

Plot Summary

In the episode "Local Ad," the Scranton branch convenes in the conference room to watch a new national television commercial for the company, which touts a paperless future and omits any mention of the local branch, prompting regional manager to decry it as an affront to their paper-selling mission. Fueled by his obsession to create a superior local advertisement, Michael secures approval from corporate executive David Wallace for a 30-second spot funded by the branch, rallying the entire office into a makeshift production team with assigned roles that highlight their eccentricities. takes charge of graphics and animation, designing a whimsical reveal, while Oscar Martinez oversees props and costumes, outfitting colleagues in stereotypical guises such as as an Indian customer and as a feline enthusiast. Vance attempts to land a celebrity endorsement by approaching mystery novelist at a book signing, only to be ejected unceremoniously, returning to the office visibly distraught. Michael's directorial ambitions manifest in a series of filming mishaps, as he insists on multiple takes amid the conference room turned studio, complete with a rooftop waving sequence and improvised scenes like dramatic paper-shredding. Darryl Philbin composes a titled "Dunder Mifflin, the People Person's Paper People," for which eagerly auditions as lead singer, joining , , and in a session marked by off-key enthusiasm and Michael's repeated vetoes. , seething over Andy's new relationship with Angela, engages in sabotage attempts during production, such as proposing outlandish additions like a slicing reams of paper and subtly undermining Andy's singing efforts to expose his rival's insecurities. Andy, oblivious to Dwight's motives, confides in him about a passionate kiss with Angela during which she murmured "D," leaving Dwight torn between hope and heartbreak. Parallel to the ad chaos, and navigate subtle tensions in their wedding planning, briefly discussing venue ideas amid the office frenzy before stumbling upon Dwight's virtual escape in the game , where his avatar "D-Dwight" flies freely over a beet ; creates his own , "Philly ," a guitar-strumming , to join and gently mock Dwight's digital retreat, offering Pam lighthearted amusement. As production wraps, Michael overrides the group's slogan suggestions, settling on "Limitless paper in a paperless world" and editing the footage overnight into a quirky final cut featuring the full office ensemble. Corporate ultimately rejects the ad for its hyper-local Scranton focus, airing instead a bland national version with a mere addition of "Scranton, PA," leading the dejected staff to gather at Poor Richard's Pub for a viewing party. salvages the evening by having play his edited "" of the branch's commercial, featuring the office staff in costumes and roles in a about a finding redemption with paper, set to the "" theme, which elicits cheers and toasts from the bar patrons and team. The office reacts with a mix of and , toasting Michael's fervent, flawed leadership as the episode underscores the branch's quirky camaraderie.

Cast and Crew

The main cast of "Local Ad," the ninth episode of the fourth season of The Office, features as , the regional manager of Scranton who spearheads the creation of a company commercial, showcasing his improvisational leadership in the production. portrays , the salesman whose wry observations contribute to the episode's ensemble dynamics, while plays , the receptionist involved in the office's creative efforts. embodies , the eccentric salesman whose intense dedication adds intensity to the group's activities, and appears as , the temp-turned-corporate employee whose scriptwriting background influences the narrative. Supporting cast includes recurring performers such as as Andy Bernard, the salesman who participates in the ad shoot, and as Stanley Hudson, whose pragmatic demeanor contrasts the enthusiasm around the project. Guest stars for the episode comprise as the Adman, a professional who collaborates with the team on the 's development, as David Wallace, the company's who provides executive oversight, as Koh, a client representative, Drew Powell as the Bartender in a brief scene, and Jeff Witzke as a Commercial Actor involved in the filming. On the production side, Jason Reitman directed the episode, bringing his feature film experience to capture the mockumentary style with precise comedic timing and visual flair. B.J. Novak served as the writer, drawing from his dual role as actor to craft dialogue that highlights interpersonal tensions and absurdity in the office environment. The episode was developed for American television by Greg Daniels, with the original concept based on the BBC series created by Ricky Gervais and Stephen Merchant, ensuring continuity in the show's satirical tone.

Production Details

Writing and Development

The script for the "Local Ad" episode was penned by , a key member of the writing staff who also portrayed . This episode, the ninth of season four, was developed during the 2007 production cycle for the series, with filming occurring on October 3, 2007, ahead of its premiere later that month. Novak's script drew on the character's inherent traits, particularly Michael Scott's overzealous and misguided approach to creativity, to parody the pitfalls of amateur corporate advertising efforts. The narrative incorporated thematic explorations of incompetence in marketing, highlighted through elements like the integration of the show's recurring catchphrase as an ill-advised ad . Revisions to the draft included input on comedic beats, such as the parody jingle composed by Novak's brother, , to enhance the episode's humorous take on low-budget production. Under showrunner , the writing process emphasized character-driven reflective of the series' overall style.

Filming and Direction

The episode "Local Ad" was directed by Jason Reitman, who drew on his background in feature films like Thank You for Smoking and commercial directing to infuse the mockumentary style with heightened realism. Reitman described his role as akin to "driving a Lamborghini," respecting the show's established visual language while guiding performances as the "first audience" rather than imposing heavy direction. He emphasized chaotic energy in the ad filming sequences through handheld camerawork, evoking home-movie spontaneity inspired by his upbringing around his father Ivan Reitman's productions, which captured the improvisational frenzy of the office crew's amateur efforts. For the parody commercial scenes, Reitman employed specific techniques like a circular camera track in the Nashua branch ad to mimic professional polish amid , leveraging his ad experience to craft what he called the "best worst version" tailored to Michael Scott's vision. Talking head interviews maintained the format, with directors positioned in the conference room to blend seamlessly into the , and Reitman occasionally to join , enhancing authentic reactions. A notable paper airplane shot utilized handheld style, drawing from 1990s influences for dynamic movement. Principal filming occurred at the office set in , , where the interior was constructed at Chandler Studios to replicate the Scranton branch's drab workspace. Additional exterior and scenes for the commercial premiere were shot at Poor Richard's on in Woodland Hills, , standing in for the in-universe bar viewing party. The roof conversation sequence required compositing, as actors and were absent during , superimposing them onto footage captured separately. Production took place in October 2007, aligning with the episode's airdate later that month, and incorporated significant improvisational elements during the ad scenes to amplify comedic chaos. Actor improvised Kevin's tissue-replacement gag with office tape, which was retained in the final cut, while delivered over 20 unscripted guesses for the jingle, keeping even himself uncertain about selections. Craig Robinson had just one hour to rehearse the jingle with the ensemble, contributing to the raw, unpolished feel. Technical challenges included choreographing two camera operators in tight spaces—like a "Sudoku puzzle"—to secure multiple angles in single takes without collisions, particularly during the hectic commercial shoots.

Release and Distribution

Broadcast Premiere

"Local Ad" premiered on on October 25, 2007, airing in the network's night lineup at 9:00 p.m. / as the ninth episode of the show's fourth season. This slot positioned the series alongside other comedies in 's "Comedy Night Done Right" , which had been established to boost the network's viewership. The episode followed the two-part "" storyline from October 18 and preceded "" on November 1, maintaining the season's momentum in the post-strike production schedule. Season 4 was notably shortened from an initial order of 30 episodes to 19 due to the 2007–08 , which began on November 5, 2007, and halted production after filming for the episodes aired through January 10, 2008, with new episodes resuming in April 2008. Promotional efforts for "Local Ad" featured on-air trailers that teased the Scranton branch's chaotic ad production, emphasizing Michael Scott's overzealous directing and the contrast with the corporate commercial. These were complemented by online content on NBC.com, including exclusive clips of the episode's fake Dunder Mifflin commercial and interactive website features tied to the show's fictional paper company universe.

Home Media Availability

The "Local Ad" episode was included in the four-disc DVD box set for Season 4, released by Universal Studios Home Entertainment on September 2, 2008. This set features all 19 episodes of the season in format, along with bonus materials such as audio commentaries and deleted scenes specific to the ad shoot sequences in "Local Ad." Following its initial broadcast on , the episode became available for streaming on starting in 2010, remaining accessible in the United States until December 31, 2020. It then exclusively moved to Peacock, NBCUniversal's streaming service, on January 1, 2021, where it is offered in both standard and extended "Superfan" cuts with additional footage. Internationally, availability varies by region, with the episode accessible on in select countries like the and , as well as local platforms such as Prime Video and Max in others. The episode also appears in broader collections, including the 38-disc The Office: The Complete Series DVD set released on October 7, 2014, which compiles all nine seasons with bonus content. HD upgrades followed in the late , with Season 4 arriving on Blu-ray on June 15, 2021, and the full series Blu-ray on November 10, 2020, both enhancing visual quality to while retaining the original bonus features.

Reception and Legacy

Viewership Metrics

The episode "Local Ad" attracted 8.98 million viewers during its original airing on October 25, 2007, earning a 5.2/8 household rating and a 4.7/11 rating in the adults 18-49 demographic. This represented a week-over-week increase of 370,000 viewers and 0.2 points in the key demographic from the prior episode "Money," positioning it as one of the top-performing installments in season 4 to date, behind only the season premiere "Fun Run" (9.67 million viewers). The strong showing exceeded its lead-in from My Name Is Earl and helped solidify NBC's Thursday comedy block amid rising competition, though subsequent episodes saw a decline following the 2007–08 Writers Guild of America strike hiatus. Delayed viewership via DVR further enhanced the episode's reach, with The Office routinely experiencing lifts of 20-30% in total audience during this period, adding roughly 2 million additional viewers across season 4 episodes through time-shifted playback. In syndication, "Local Ad" contributed to the series' sustained appeal, as season 4 reruns averaged 3-4 million viewers per airing in the late 2000s and early 2010s on networks like TBS.

Critical Analysis

Professional reviewers praised "Local Ad" for its effective blend of broad humor and character-driven storytelling, particularly in satirizing the creation of low-budget advertisements. IGN awarded the episode an 8.5 out of 10, highlighting how it exemplifies the series' ability to deliver comedic set pieces, such as the chaotic in-house commercial production, while maintaining authentic emotional depth in character interactions. The review specifically commended Michael's passionate leadership in directing the ad, portraying it as a small but genuine triumph that underscores his dedication to the branch despite corporate constraints. Entertainment Weekly's analysis emphasized the episode's consistency in character portrayals, noting Michael's toned-down yet classically misguided enthusiasm as a mission-driven force that engages the ensemble without overwhelming the narrative. The recap lauded the of local advertising tropes through the contrast between the sterile corporate spot and the heartfelt, amateurish Scranton version, which cleverly critiques industry norms while fostering team creativity. Specific subplots, such as Andy's obsessive jingle composition and his budding romance with , added layers of interpersonal tension and humor, while emotional beats between and — including their playful exchanges over virtual avatars—provided endearing moments of relational warmth. The A.V. Club assigned a B grade, appreciating the sharp gags like Dwight's escapist persona and the ongoing Andy-Angela-Dwight , which offered clever commentary on office drudgery and personal hang-ups. However, it critiqued the episode for lacking the emotional heft and tragicomic resonance of preceding hour-long installments, resulting in a lighter tone that prioritized chuckles over deeper resonance. Overall, the critical consensus viewed "Local Ad" as a solid comedic entry in season four, celebrated for its mid-season energy and satirical bite on , though some noted minor pacing issues in the ad-filming sequences that prevented it from reaching greater dramatic heights.

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