Dean: Max? So fly away? I don't get this.
Jerry: Well, your name is really Dean but I called you Max and I told you to fly away because Maxfli is the name of a golf ball and the sponsor doesn't want us to make any plugs.
Dean: We need the golf balls!
Jerry: Because we both play golf so send them to the house right away.
Jerry: Oh, I can just see the sponsor now, squeezing all of the Colgate toothpaste out of the tube and he's screaming something awful!A live Variety Show aired on NBC from 1950 to 1955 which was hosted by a rotating group of entertainers. The title refers to the show's primary sponsor, Colgate-Palmolive. The November 22, 1953, episode was the subject of an experimental NTSC color television broadcast.Some of the most famous acts of the day appeared either as hosts or guest stars, including Abbott and Costello, Martin and Lewis, Jack Benny, Bob Hope, Frank Sinatra, Ethel Merman, Jackie Gleason, Donald O'Connor, Charlton Heston and Burt Lancaster.Lasted 5½ years before going off the air due to competition from The Ed Sullivan Show.
This series provides examples of:
- As Himself: Sometimes the celebrities played a completely fictional character and sometimes they were this.
- Broadcast Live: It was the first show to be broadcast live from coast to coast in 1951.
- Butt Monkey: Jerry Lewis and Lou Costello typically assumed the role whenever they appeared.
- The Cameo: An entire episode was spent building up to a 30-second bit by Jack Benny.
- Clip Show: The January 25, 1953, edition (see below).
- Comedic Sociopathy: Often aimed at Jerry Lewis or Lou Costello during their appearances.
- Crowd Song: In the musical episodes, along with everything else a musical usually entails.
- Game Show Appearance: On September 18, 1955, the Season 6 premiere opened with The $64,000,000 Question, hosted by Hal April (Dean Martin) and sponsored by Colgate-Palmolive (naturally). Returning champ Morty M.M. Morton (Jerry Lewis) is forced to go for $32,000,000 and manages to survive... then is submerged underwater for the long-winded final question, leading to many ad-libs by Lewis.
- The Host: Various entertainers shared the duty in a month-or-so rotation. Martin and Lewis were the only ones to remain in the rotation for the entire run of the show.
- Improv: Some guests preferred to do this rather than follow the script.
- Large Ham: Many, many of them.
- No Fourth Wall: Though sometimes the performers would build one and then knock it down again, just for fun.
- Ridiculously Long Phone Number: In a library sketch, Jerry Lewis tries to call his friend Herbie so he can help him retrieve his lost library card:Jerry: Hey, operator, would you please be good enough to give me Academy 72467... 24771... 329984... 721111111111—(Dean hits him on the head)—8239... 72665444444—(Dean hits him again)—293... 333336! (just before Dean hits him yet again) 29?Operator: Sorry, this number has been changed to Academy 31658473657895468—aack! (Dean rolls up the phone line on itself, "strangling" her)
- Rule of Funny: Very often the only rule there was.
- Special Guest: The guest star(s) of the week.
- Spiritual Successor: To vaudeville.
- Straight Man: Bud Abbott and Dean Martin during their respective appearances.
- The Show Must Go On: The January 25, 1953, edition featuring Martin and Lewis ended up being a clip show due to Jerry Lewis recuperating from a knee injury he suffered when falling off a scooter — he did the entire show sitting down.
- The Trickster: The episodes Martin and Lewis hosted often opened with sketches of the comedy team disrupting gatherings of members of polite society such as wedding receptions, dog shows, parent-teacher association meetings, company conventions, etc. These usually featured Lewis as the disruptive force with Martin as the kid with the leash.
- Trope Co. Trope of the Week: As was the standard practice in the era, the show is named after the sponsor and the commercial breaks advertise the sponsor's products: Ajax cleanser, Colgate toothpaste, Fab laundry detergent, Halo shampoo and Palmolive soap.