An advertising catch phrase developed by CBS in 1980 to promote their television show Dallas, “Who Shot J.R.?” snowballed into a marketing phenomenon. Dallas focused on the lives of the oil tycoon Ewing family, specifically brothers J.R. Ewing, played by Larry Hagman, and Bobby Ewing, played by Patrick Duffy. A conniving man, J.R. was always played dirty, in business and his personal life, doing whatever it took to get what he wanted. In the famous season finale of the second season, titled A House Divided, which aired on March 21, 1980, J.R. Ewing was shot. 

Leaving viewers on the edge of their seats, they had to wait eight long months to discover who had shot J.R., further building anticipation for the third season. During this time t-shirts, buttons, and other items were donned with, “Who Shot J.R.?” Many believed it was Sue Ellen who fired the shot heard around the world because J.R. was having an affair with her own sister, Kristin, played by Mary Crosby. On November 21, 1980, the truth was revealed, in the episode titled Who Done It? Kristin, J.R.’s mistress and sister-in-law revealed that she did it, she shot J.R., then she also divulged that she was pregnant with his child, further thickening the plot. 

With an estimated 83,000,000 viewers for Who Done It?, it’s no surprise why Geppi’s Entertainment’s Hake’s Americana is offering a Dallas TV show button in their current auction, #195. The full color button measures 2.25” and has a copyright of 1980 by Lorimar Productions. A close-up of J.R., with his famous smile and cowboy hat, the button reads, “J.R. Ewing for President,” with the American flag as a backdrop. To find other collectibles, like this one, make sure to view Hake’s complete auction at www.hakes.com, as it closes September 2-4, 2008.