From toothpaste slogans to television empires, how Dick Wolf redefined the modern procedural drama.

Art · Published 3 October 2026 Swipe more like this →

In short: Before he became the architect of the Law & Order, Chicago, and FBI television franchises, Dick Wolf was an advertising copywriter penning slogans for Crest toothpaste. His transition from Madison Avenue to Hollywood screenwriting eventually birthed a television model defined by interconnected universes and record-breaking, multi-decade runs on primetime network television.

Born in Manhattan in 1946, Dick Wolf’s early career path was far from the television boardroom. After graduating from the University of Pennsylvania in 1969, he spent time in advertising, where he famously crafted the campaign for National Airlines, 'I'm Cheryl, fly me.' Despite his success in copywriting, his sights were set on film. He moved to Los Angeles, where he eventually saw three of his screenplays produced, including the 1988 film Masquerade, before transitioning to television as a staff writer on Hill Street Blues.

Wolf’s true impact on television lies in his mastery of the franchise model. His original Law & Order series, which ran from 1990 to 2010 and was later revived in 2022, surpassed Gunsmoke to become the longest-running dramatic show in American history. This success paved the way for his expansive Chicago and FBI universes, which now dominate entire nights of network programming. By 2021, Wolf had successfully structured his output into dedicated blocks: FBI Tuesdays on CBS, Chicago Wednesdays on NBC, and Law & Order Thursdays on NBC.

Beyond his production work, Wolf has maintained a diverse portfolio, including writing thriller novels featuring NYPD detective Jeremy Fisk and producing documentary projects like Homicide: New York. His influence extends into the art world as well; in December 2023, the Metropolitan Museum of Art announced a promised gift from Wolf of over 200 works, including Old Master paintings and sculptures. This donation, which also funds two galleries bearing his name, reflects a lifelong appreciation for art that began during his childhood visits to the museum.

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