2008-07-25

Mad Men 1.3: Brought to you by small cars and laxatives

On the train to work, Don is greeted by an old Army buddy who calls him Richard Whitman. Don reacts with restrained politeness.

Pete comes back from his honeymoon and is welcomed warmly... until he goes into his office and finds it occupied by a Chinese family and their chickens. Pete is obviously angered by the joke but pretends that he's flattered.

The madmen are supposed to be coming up with a campaign for Secor laxative. They are much more interested in being mystified by Volkswagen's successful "think small" campaign. Don is particularly mystified by it; almost offended. Others are more cautiously admiring.

Pete gives Peggy a speech about how he's married now.

Pete tells the madmen that he likes the Volkswagen ad and he loves married life. Don continues making little verbal jabs at Pete; Pete keeps trying to ingratiate himself with Don.

Joan won't let Peggy borrow a copy of Lady Chatterley's Lover.

The research consultant they put on Rachel's account offers a minimalist approach. Don scoffs. Rachel is impressed by the consultant's research on her competitors, but notes that none of them ever set foot in her store. One of them feebly claims that he went, but she doesn't believe him and Don admits that none have them have been there, and he'll personally correct that.

Pete, who still doesn't have an ounce of true charm in him - just calculated suckuppery - is taken aback by Don's smoothness in dealing with Rachel.

Pete talks to his wife on the phone about dinner. He requests rib eye steak fried in a pan with butter, and ice cream for dessert. (droooool) This is why he loves married life so much. I'd love to come home to the dinner of my choice every day too!

Rachel gives Don a tour of her store. I'm not sure, but I think she gives him some cufflinks. They go up on the roof to meet her guard dogs. Don makes another sexist remark (I didn't write it down, sorry, after a while they're all a blur). Rachel tells him she had a lonely childhood. They kiss. Only then does he admit that he's married. Rachel asks him to put someone else in charge of her account.

Now it's the day of Sally's birthday party. Don has to assemble a little wooden playhouse - it looks just like the big puffy plastic one that's so popular now. He drinks at least four beers during this process; possibly more.

Helen Bishop, the divorcee, is invited with her two kids. The housewives are rudely curious about her. They are obsessed over why she goes for long walks. Where is she going??

She has two kids - son Glen is 9 and the daughter is 2.

Betty mixes a very boozy punch, or else it's the mint juleps that are served later. Betty's pregnant friend is drinking and smoking with the best of them.

One of the party guests corners Don and wants to talk about a "cute" ad. Don is annoyed by the tackiness. The guest has a cute joke, too: A man's wife and his lawyer are both drowning. The man has to make a choice: lunch or a movie? Ahahahaha!! Ugh.

The women watch as one of the kids hops past on crutches. Apparently he had polio.

Helen is wearing capri pants and she owns a Volkswagen. This irritates the women to no end.

The husbands gossip in the yard. The women make small talk, anti-Semitic remarks, discuss their honeymoons. Helen says she went to Paris. One of the wives says that people do a lot of walking around in Paris. There is a hostile tone in her voice. Finally Helen says she likes to walk because it's relaxing. The women don't understand what she means and don't understand how she can go for a walk if she's not going somewhere in particular.

Don takes home movies of the kids. One of the husbands volunteers to "help" Helen with her boy, to play with him and take him to the beach. (He shows no interest in the daughter, which is probably for the best when you think about it.) Helen calls him on his plan. He backpedals. The moment is caught on film (video only; no audio on those old home movies).

He catches another guy with someone else's wife.

Don and the other adults do a lot more drinking.

The kids playing around the playhouse argue like grownups. The wives gripe about Helen behind her back. Betty seems more sympathetic to her. Then they notice that Don is talking to Helen.

Betty sends Don to the bakery to pick up the cake.

An unruly child spills a drink. His father scolds him and tells him to go find his mother and have her clean it up.

Don picks up the cake, pauses in front of the house, then keeps on driving.

Some people leave the party after realizing the cake's not coming. Helen offers a frozen cake from her freezer, saving the party and saving the day.

It's dark. Don is sitting in his car by the railroad tracks. Finally he comes home with a stray dog. The kids are delighted. They name her Polly, which in my opinion is an excellent name for a dog.

Mad Men 1.2: Brought to you by some kind of deodorant

Don, his boss Roger Sterling (partner at the agency), and their wives are out to dinner. Don sidesteps questions about his childhood. They talk about Roger's neurotic daughter. It seems that girl children are nuisances.

Betty and Roger's wife go to the restroom. Betty's hands are numb and she needs to ask Roger's wife to help her with her lipstick. She tells the other woman that her mother died a few months ago. She's obviously under a lot of emotional stress.

In a meeting the next day, Don is iffy on the idea of the agency getting involved with the Nixon campaign; he says he doesn't vote. His bosses are clearly pro-Nixon.

Peggy rejects a lunch date with one of the junior madmen, but Joan gets Peggy to go out to lunch with them in a group. One of the guys says they're making bets on who will sleep with Peggy first.

Some of the neighborhood housewives meet at Betty's house. They're talking about the PTA
and gossiping about Helen Bishop, a divorced woman with two kids who's just moved into the neighborhood. She works at the jewelry counter in a local store. Their tone is pity mixed with suspicion. One of the women is worried that Helen is bad for property values.

Daughter Sally comes in with a plastic bag over her head. Betty scolds her - because the bag over Sally's head means that the dry cleaning is probably in a heap on the floor.

Later, Betty takes the kids out in the car and her hands get numb so that she can't handle the steering wheel. They have a minor accident, rolling up onto someone's lawn.

Don goes to visit his girlfriend Midge again. She has a new TV, which was given to her by "someone." When Don disapproves, she throws it out the window to end the conversation.

At home that evening, Betty tells Don about the accident. The hospital wasn't able to reach him at work (since he was visiting with Midge). Don's first reaction is to ask if the car is okay. They talk about the problem with her hands. The doctor says there's nothing physically wrong with her, and that she should see a psychiatrist. Don scoffs. (He tells her to leave the dishes for "the girl" - at first I thought he meant Sally, but now I realize he probably means the part-time cleaning lady.)

Betty is willing to see a psychiatrist. Wanting her to get better, Don reluctantly agrees.

The junior madmen pitch a futuristic spaceship-oriented theme to Don to sell deodorant. Don rejects it out of hand. He has the idea to sell deodorant by appealing to women, since they are the ones who actually buy the product - men don't care what they smell like. But Don doesn't know what women want. (Yet he's got a wife, a girlfriend, and another woman in the pipeline... I think women like men who ask them questions about themselves. Don asks a lot of questions, partly out of curiosity as an adman, and partly to deflect questions away from himself.)

Paul the copywriter is depressed that his spaceship idea fizzled. He has lunch with Peggy and shows her around the office. He's a Twilight Zone fan; Peggy can't stand science fiction. He puts a bug in her ear about becoming a copywriter. She's surprised to hear that it's possible for a woman to have such an esteemed job.

Don asks his boss, "What do women want?"

Roger replies, "Who cares?"

After work, Don gives Betty a watch with a tiny face that only young eyes like hers can read. (The very first time she has to squint to read it, she's going to panic and think she's old and ugly.) Betty is worried because she thought for a moment that Sally might have gotten a scar from their minor accident. She thinks that for a girl to grow up with a scar on her face would be be worse than being dead.

Next day, Don takes Betty to the city to meet the doctor. Then he goes to visit his girlfriend, who doesn't want to hear about Betty; it makes her feel bad.

Peggy again rebuffs Paul the copywriter for lunch; he assumes there's someone else. Joan tells Peggy that she should be grateful for all the attention. Despite Peggy's frumpy clothes and sad hairstyle, every man still looks at her. (They look at all the women that way.)

Alone at her desk later, Peggy looks at the postcard Pete sent to the office from Niagara Falls and cries.

Betty's psychiatrist doesn't talk all. He lets Betty ramble on about her mother.

Somehow Don gets his idea for the deodorant ad: women want any excuse to get closer.

He goes to dinner with Betty; the upscale restaurant offers fatty dinners and creamed vegetables.

That night, after Betty is already in bed, Don calls the psychiatrist for a report.

Looks like the psychiatrist can talk after all. His diagnosis: Betty is suffering from anxiety. (DUH!)

Advertising lesson: Sales campaigns come down to what women want.

Mad Men 1.1: Brought to you by Lucky Strike

As with the Ugly Betty recaps, I'm making up my own episode titles which may or may not coincide with actual titles.

The first few episodes of Mad Men are a little more advertising-oriented, with a focus on a specific product and campaign each week. This focus on the work helps to establish the relationships and pecking order among the mad men, and also gives us some background on office dynamics circa 1960.

Also, it's very entertaining. I was disappointed when this product-of-the-week gimmick vanished after a month or two.

I took these notes during the 7/20 marathon. I wasn't taping it or anything, and I was doing things around the house, scribbling the notes as I went, sometimes squeezing things into margins or in between lines - so there's a good chance that some the stuff within a recap is out of order. My notes were also very rough, so I wasn't able to report every cute line, funny detail, etc.

I STRONGLY recommend that you buy, rent, or borrow the Season One DVDs if you missed an episode. Some of these episodes weren't as fun to watch a second time, but I found every single one spellbinding the first time through!


Advertising executive Don Draper hangs out alone in a bar, brooding over a cigarette advertising campaign. He questions the bartender, a black man, about his brand loyalty and his reasons for smoking. The bartender's boss wants to scold the bartender for being lazy, but Don tells him it's okay. The bartender moves along, miffed.

Draper spends the night on his sofa at the office.

Morning. It's Peggy Olson's first day at the advertising agency. The men, her future coworkers, are already making crude remarks about her as they ride up on the elevator, even though she turns out to be one of the frumpiest "girls" in the office.

Joan, the snotty head of the secretarial pool, takes Peggy under her wing, giving her painfully condescending but valid advice about her appearance, behavior, and job duties.

Peggy is meeting with her new boss, Don Draper - our main mad man - when Pete Campbell, a young account executive, comes in to suck up to Don. Pete is well educated and ambitious, but obviously a neophyte in the business world, and naive about interoffice politics.

Pete is obsequious with Don whenever the two of them are alone, constantly flattering him and trying to impress him; but Don seems not only immune to Pete's solicitous attitude, but hostile. He doesn't always do a good job of hiding his contempt, but Pete keeps trying.

Anyway, Pete comes in and talks to Peggy as if she were a hired stripper. Finally Don kicks him out.

The mad men are worried about a recent court ruling that they can no longer make health claims of any kind in cigarette ads. They meet with a researcher who provides them with a big fat report full of facts and figures about smoking and risk. Don scorns the scholarly research and dry facts; he throws the report in the trash. In their meeting, the guys agree upon and develop the idea that the world is dangerous and you're going to die anyway. Why not tap into that death wish?

Next client: Menkin's Department Store needs a campaign to revitalize their business. The madmen are at a loss because the Menkins are Jewish, and they don't know anything about Jews.

For their meeting with they invite their only Jewish employee, a guy from the mailroom, and pretend he's a team member. This probably would have worked, if Don had met the guy first. Instead, he assumes that the guy from the mailroom is the client and tries to shake his hand. He also tries to shake hands with another man, and assumes that the woman in the room is his secretary.

He's wrong. The man is the assistant, and the woman is Rachel Menkin, who has taken over running the store for her father. She's the client.

The meeting is a disaster. Whether they realize it or not, the madmen are offensive and rude and antisemitic. Finally Don makes a rude remark about having to answer to a woman, or something, and she leaves in a huff.

Good goin', you oaf!

It's lunch time. Don goes to see his artist girlfriend, Midge, in her ultra-cliche beatnik (post-beatnik? pre-hippie?) loft. Aside from the usual nooner activities, he grills her about why she likes to smoke.

Peggy spends her lunch hour at the doctor's appointment. Joan has advised her to go on the Pill as soon as possible, and has hooked her up with this doctor who'll prescribe it. (And who Joan's slept with.) He gives Peggy a quick pelvic examination, all the while making sexist remarks that would earn him a kick in the face or a bad report to the medical board in this century. He tells Peggy he'll prescribe the pills, but he puts a power trip on her - if she abuses the privilege he'll take it away! He prescribes her Enovid for $11/month but neglects to inform her of how it works or how long it takes for the stuff to star working.

Enovid was the first commercially available birth control pill. It was tested in Puerto Rico in 1956. In 1957, the FDA allowed it to be prescribed in the US for "severe menstrual irregularities." The manufacturer included a "warning" on the packaging that Enovid would prevent ovulation.

Of course, there was really no secret as to why so many women were suddenly complaining about their "female problems," but it would have been virtually impossible to market the product otherwise. Birth control products were illegal in some states.

The dosage of this pill was four times higher than what later turned out to be perfectly adequate for contraception; higher doses greatly increase the risk of deadly blood clots.

Enovid was finally FDA approved for birth control on May 11, 1960. It was sold in a bottle.

The first episode of Mad Men takes place in 1960; however, the Mother's Day episode is still a few weeks away. Therefore, it's likely that Enovid was still officially for "female problems" only; Peggy's doctor would have been writing a so-called "off-label" prescription - prescribing a drug for some purpose other than what the FDA had approved. This is very common and not illegal, but it must have given doctors a lot more power over their young unmarried patients.

Anyway. If you want to know more about this stuff, look here.

After the doctor visit, Joan introduces Peggy to the switchboard ladies and tells her to be extra-nice to them because they know everything.

The mad men gather for another cigarette meeting. A man named Salvatore (one of the art department guys) says something about leading a double life. (Bookmark that mentally, please.) A high-ranking Lucky Strike executive doesn't like the "death wish" strategy; Pete then tries to pitch an idea based on the research that Don had earlier spurned. The client doesn't like this either.

Don points out that no advertising based on health benefits means that there's also no competition based on the relative health risks/merits of their products. In a way, it is a boon - it levels the playing field.

He gets the client to describe how their cigarettes are made. The client impatiently describes their process, which is just the same as everyone else's: they cut the tobacco, dry it, toast it, and...

"It's toasted," Don says. They'll base their campaign on that. Sure, everyone else toasts their tobacco too; but Lucky Strike will be the first to brag about it. No one else will be able to talk about their toasted tobacco without looking like a foolish copycat. The client likes the idea. Don has saved the day!

Later, Don confronts Pete, knowing that he stole the tobacco risk report from the trash.

There is talk about helping Nixon's presidential campaign, even though Nixon seems to be doing well on his own and isn't looking for an ad agency.

It's dinner time.

Don meets with Rachel at a restaurant to apologize. She says she's not married because she's not in love. Don says he doesn't believe in love. (He neglects to mention that he's married.)

Rachel doesn't offer him any special favors, but she does agree to give the agency another chance to create a campaign for her store.

At Pete's bachelor party - oh, did I mention, Pete's getting married this weekend? All the other guys from the office are there. They have some "dates," who appear to be employees or "independent contractors" of the gentlemen's club where they're having the party. Pete gets pushy with the girls and they complain.

(At some point during this episode, Don or some other person lectures Pete on how nobody likes him, or something like that. When a hired bimbo can't pretend to like you, that's a bad sign.)

After the bachelor party, Pete goes to Peggy's place. He's a little bit drunk. He announces to Peggy that he's getting married. Peggy lets him in and... and... guess what.

I don't know why. I've heard of people having weird chemistry, but this is ridiculous.

It's now 57 minutes into the episode. Don finally goes home to his wife and kids in the suburbs.

Quote of the hour: "Let's take it a little slow - I don't want to wake up pregnant." (Don)
Advertising lesson of the week: "The point of advertising is to say, 'you're okay.'"

2008-07-22

Mad Men season 1 recaps coming soon

I took some notes during the marathon and will have some brief recaps for all of Season One. No kidding! And no promises as to when... it will depend a lot on how well my new voice recognition software works.

I'd love to get the entire season's worth up by Sunday, but that might be too ambitious. We'll see!