While the majority of the staff work on the commercial, Dwight, still depressed from his break-up with Angela, instead chooses to play a computer game.

Headed by Darryl Philbin, a group of employees write and perform a jingle for the commercial, which Michael ultimately rejects.

Andy Bernard, meanwhile, struggles throughout the day to recall the product name from an advertising jingle that contains the lyrics "Gimme a break.

Over the theme from Chariots of Fire, as Michael narrates "trite catchphrases",[3] a sheet of paper is depicted making a journey around the world, carrying a variety of messages meaningful to the recipients; as Pam's animated whirling sheets of paper coalesce into the company logo to end the ad, the employees as well as the other patrons of the bar show their approval.

He also stated that "Weird moment of production design surprise – There's a three ring binder on Creed's desk with the logo from the Academy of Tobacco Studies that we created for [Thank You For] Smoking.

[5][6][7] In a study made by IAG Research, the appearance of Second Life in "Local Ad" was rated eighth in the top ten most effective product placements of 2007.

[8] In a deleted scene, Toby has an idea for the ad: film it in slow-motion so that it will stand out when the viewer uses his TiVo or other DVR to speed past it.

The staff loves the idea, but Michael hates it and won't consider it, even though Toby reveals he formerly worked in advertising for three years.

Fickett stated that "A great twist here is that we think we're watching Michael pilot a sinking ship as usual, but in fact – the ad is quite good.

Fenno said that "The premise of this episode, 'Local Ad' — the Scranton staffers shoot a commercial — was strong, and allowed almost every ensemble member to shine."