Season 1, Episode 5:
That Still Small Voice
Myrna: Everything isn't about money, Jiminy. It's the principle.
Martin: A commitment to excellence.
Myrna: Excellence at stealing money.
Henry Mills: I don't know.
Archie Hopper: Give it a shot.
Henry Mills: 'Cause, this can't be all that there is.
Emma is deputized by Sheriff Graham, Mary Margaret begins to question if she has feelings for David and an earthquake causes a giant sinkhole to mysteriously appear near the town's edge placing a curious Henry in danger when he decides to see if the sinkhole is connected to the Dark Curse. In the fairy tale land that was, the backstory of Pinocchio's conscience, Jiminy Cricket, is revealed along with his yearning to transform into the person he wants to be.
- Abusive Parents: Jiminy's parents manipulate his good will to stop him from ever leaving them, no matter how many crimes they rope him into.
- Bait-and-Switch: It appears near the end of the episode, with the elevator cable breaking and Archie still inside it, that he's about to make the ultimate Heroic Sacrifice so that Emma can pull Henry out in time to save him...but when the dust clears, it's revealed that at the last second, he managed to snag the rope's D-ring on her belt with the handle of his umbrella.
- Baleful Polymorph: Geppetto's parents, courtesy of Jiminy (by accident of course). Averted with Jiminy himself, who's happier in his animal form than he ever was out of it.
- Canon Foreigners: Geppetto's parents are original characters to Once Upon a Time. They do not appear in either the original The Adventures of Pinocchio or Disney's 1940 animated film, Pinocchio.
- Correlation/Causation Gag: At the exact moment Emma first puts on her deputy sheriff badge, Storybrooke is rocked by what seems like an earthquake (actually a coal mine shaft collapse), seemingly underscoring the importance of her accepting a role in the community. However, considering the curse, her being the savior, and other moments of genuine causation (her accepting the key at Granny's bed-and-breakfast coincided with the town clock starting running again), this might not actually be a coincidence...
- Creepy Doll: Unfortunately, this is how Geppetto's parents are currently spending their time.
- The Cuckoolander Was Right: Well, he isn't actually crazy, but everyone thinks Henry's belief in the fairy tales is a delusion...yet not only does this episode prove the connection between Emma and the curse seen under Correlation/Causation Gag (Henry asks her, after the mine collapse, if she did anything different that day, and her hand goes to the deputy sheriff badge on her belt), but after Archie finds his courage we get to hear the crickets return to Storybrooke...and in the very last shot, we find out Henry was absolutely right about Regina trying to hide something in the mines since they contain Snow White's glass coffin.
- Even Evil Has Loved Ones: For the first time, we see Regina display how she really does care about Henry. Not that it stops her from shoving Emma away from him once he's safe.
- Expy: Jiminy's parents are quite similar to the Thenardiers of the musical version of Les Misérables.
- Faux Affably Evil: Jiminy's parents. At first they just seem like lazy common thieves who enjoy their job a little too much, but we see later that they don't so much as bat an eye at what amounts to murder.
- Finishing Each Other's Sentences: Jiminy's parents do it a lot, usually when they're making excuses for why their thieving lifestyle is a good thing.
- For the Evulz: Why do Jiminy's parents swindle people when they have plenty of money? "It's the principle of the thing!"
- Heterosexual Life-Partners: Archie and Marco are revealed as such; a side effect of them being lifelong companions in the Fairy Tale world.
- Hope Spot: Just before the final Wham Shot, the episode ends with one, where after Archie shows his courage the crickets return to Storybrooke.
- Iconic Item: Emma's red coat is pretty much established as this in her first scene this episode.
- Jerkass: To put it mildly. Jiminy Cricket's parents are so unrepentantly depraved, they make the Evil Queen look cuddly by comparison.
- Karma Houdini: Jiminy's parents escaped any real repercussions for all the thieving and such that they did/made Jiminy do (not to mention the bottle switch that ended up cursing Geppetto's parents instead of them).
- Laughably Evil: Jiminy's parents again. They're pretty much Expies of the Thénardiers.
- Mama Bear: Much like Snow White in Season 2, when she and Emma are trapped in the Enchanted Forest, when Henry comes, sobbing, to her door, the genes Emma inherited from Snow erupt and she goes from the fairest of them all to the scariest of them all. We are not kidding. You have been warned - this is the warning: It is absolutely glorious. Terrifying... but glorious!
- Manipulative Bastards: The parents of Jiminy Cricket force him to participate in their crimes from the time he was a young boy so that when he's old enough to leave them, he feels obligated to assist their schemes to be a good son.
- Nice Job Breaking It, Hero!: Regina, in her desperation to get to Henry, insists on using Marco's idea to blast their way into the mine with dynamite. Not only does it end up collapsing the mine entrance entirely, it also causes the elevator Archie and Henry are trying to use to escape at the same moment to fall, putting them in even deadlier danger and upping the stakes in the Race Against Time.
- The Nose Knows: Pongo is able to sniff out his owner, thus leading Emma to the top of the elevator shaft where Archie and Henry are trapped.
- The Sociopath: Both of Jiminy's parents. They gleefully swindle and steal from everyone they come across, not because they need the money but because they live by the credo that if you aren't taking from others, you're the one getting taken from. They mock and laugh at the innocent couple who were turned into puppets in their place, and show no remorse for absolutely anything they do. However, there is a some level of surprise and possible horror on their faces, when they realize they had a son.
- This is made even clearer in a Deleted Scene: not only do they dismiss the trauma little Geppetto went through (by saying he'll be fine in a "nice orphanage"), they actually try a new tactic in forcing Jiminy to stay with them—blackmail, by pointing out Rumplestiltskin's potion can be traced back to him and then Jiminy will get in trouble both for what "he" did to Geppetto's parents and for what he tried to do to his own. But they forgive him...since he can never escape them, or being just like them. It's no wonder he appealed to the Blue Fairy right after this!
- Took a Level in Badass: Archie Hopper, after listening to Henry tell of him being Jiminy Cricket, finally finds the courage to stand up to Regina, and take care of Henry without hurting his feelings. It's heavily implied that Regina may have been emotionally abusive—after all, she did many things to make Henry think he was crazy, so he would think he was wrong about the curse, including blackmailing his therapist. As a result, Archie chooses to stand up for both himself and Henry, telling her that he will not allow her to use him to hurt Henry, and that if she tries to cruelly manipulate him again, he will do his part to get Henry with Emma, whom he knows loves Henry and will take care of him. It's not a threat, but it is a promise to end what he rightfully sees as Regina's emotional abuse. At no point did Archie entertain Henry's belief; when Henry asked him about it, he directly said "No", only wanting to know why it was so important to Henry. The issue was Archie (under Regina's duress) telling Henry he was insane, and was going to be locked away. Archie apologized to Henry personally for it, and even put the blame on himself instead of Regina—he just wants the best for Henry, which shows a different kind of badassery. And in the end, Henry was right, about both him and Regina.
- Wham Line: "His name is Geppetto."
- Wham Shot: The final shot of the episode, when we find out what the "something shiny" Henry discovered was: Snow White's coffin from the Enchanted Forest at the bottom of the mine shaft.