'Mad Men' made the past look drop-dead glamorous as it skewered our inherited clichés of the 1960s. But in the years since, the workplace struggles of its female characters feel terrifyingly relevant.
about the confectionery manufacturer and his box of deeply dubious chocolates? Bite into one sumptuous bonbon, and a spring-loaded steel bolt perforates your cheeks. That wasseducing your eyes with its period clothes and decor, even as barbed dialogue exposing sexism, racism, and fealty to corporate power ran through almost every story line.
When we first meet Don in the pilot, he’s sitting in a smoky bar—instant flashback to a less regulated time—scribbling down ideas for the next morning’s pitch. The client: Lucky Strike cigarettes, who are trying to figure out how to lure in customers now that the trade commission has banned them from pretending tobacco is good for you. His colleague Pete suggests the brand embrace the dangerous whiff of death, but Don knows Americans want to buy into delusions.
“Advertising is based on one thing,” he says the next day, addressing the clients. “Happiness…happiness is the smell of a new car, is freedom from fear, is a billboard on the side of the road that screams that whatever you’re doing is okay. You are okay.” Don pulls a slogan out of his brain on the spur of the moment that neatly sidesteps truth. “Everybody else’s tobacco is poisonous,” he tells the clients.
Even as he says this, his personal life is unraveling. His half brother died by suicide, and his marriage is on the verge of disintegrating. Instead of celebrating Thanksgiving with his family, he returns “home” to an empty suburban house. He is a great ad man, but a broken soul. As creator Matthew Weinerin 2009, “He invented himself. He is always going to be presenting something to the outside world that’s not who he is. You don’t have to be from his background to understand that.
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