After the corporate headquarters rejects Michael's ad, the office employees gather at Poor Richard's Pub to watch the professionally filmed commercial, which Michael refers to as "the world premiere of corporate crapfest." After the commercial, Jim plays Michael's version of the ad on the bar's television set. Over the theme from Chariots of Fire, as Michael narrates "trite catchphrases", 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. The episode ends with Andy doing an interview, still trying to recall the product name from the jingle. On the basis that it has to rhyme, he incorrectly concludes that it promotes Fancy Feast cat food. Production "Local Ad" was the seventh episode of the series written by B. J. Novak, who also acts in the show as Ryan Howard, and the first episode of the series directed by Jason Reitman, who directed the films Juno and Thank You for Smoking. When speaking about his directorial experience with The Office, Reitman stated that "Anyhow, the whole experience was awesome. They’re all geniuses over there. I didn’t have to contribute much at the end of the day because they’re all so on their game." 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. I have no idea how it got there and neither does he." B.J. Novak's brother Jesse, a musician, contributed in writing the song that some of the characters sing in the episode. The Second Life scenes in "Local Ad" were produced by Clear Ink of Berkeley, CA, using existing locations within Second Life as well as virtual sets created for the episode. 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. The Office was the only non-reality show to make the list, and Second Life was the only product on the list that did not pay for its placement. In a deleted scene, Toby has an idea for the ad: film it