The ad game turns deadly as a killer prowls Madison Avenue. Detective JP Kelly, assigned to his first big case, struggles to solve riddles the murderer deliberately leaves behind. He soon realizes his efforts alone will not be enough to trap this clever serial killer. JP enlists the help of top advertising executive Ben Norris to decipher the meaning of the ad slogans found at each murder scene. They become convinced that these famous advertising lines hold the secret to cracking the case. The deeper Ben becomes involved the more he realizes the ultimate prize in this deadly cat and mouse game could involve his adult daughter, Katie, and ultimately him. Together, Ben and JP race to track down the killer before he strikes again.