This work investigates the complex, often irrational, and highly collaborative processes required to produce a single thirty-second television commercial. Michael J. Arlen, a veteran television critic, utilizes his deep industry knowledge to document the creation of an AT&T commercial. He examines the intersection of corporate strategy, creative ambition, and technical execution, providing a detailed look at the internal dynamics of advertising agencies and their clients.

Critics and media scholars frequently cite this book as a definitive, behind-the-scenes look at the mechanics of 1970s television advertising. Readers often note the precise, observational quality of the prose, which captures the specific pressures of the creative process.