The Fifties

by David Halberstam

on Monday, October 15, 1951. The first episode was called “The Girls Want to Go to a Nightclub.” An announcer named John Stevenson introduced the show by speaking from the Ricardos’ living room. “Good evening and welcome. In a moment we’ll look in on Lucille Ball and Desi Arnaz. But before we do, may I ask you a very personal question? The question is simply this—do you inhale? Well, I do. And chances are you do too. And because you inhale you’re better off—much better off—smoking Philip Morris and for good reason. You see, Philip Morris is the one cigarette proved definitely less irritating, definitely milder than any other leading brand. That’s why when you inhale you’re better off smoking Philip Morris.... And now Lucille Ball and Desi Arnaz in I Love Lucy.” The first episode was characteristic of what was to come. Ricky and his sidekick, Fred, want to go to the fights even though it is Fred and Ethel’s wedding anniversary; Lucy and Ethel want to go to a nightclub. The men arrange for blind dates. Lucy and Ethel find out, dress up in outrageous costumes, and pose as the dates. The reviews were generally good, although The New York Times critic was dubious—he thought it was all a bit lowbrow. That alone was enough to make the head of Philip Morris nervous, and the next day he called the people at his advertising agency to get out of the sponsorship. But he was advised to give the show a little time: He did, and it was not long before it was in the Nielsen top ten.