Mad Men Watch: Public Relations

As with each season of Mad Men, we begin the episode unsure of how much time has passed since last season’s events. The season 4 opener begins with a question that’s been echoed on the show since day 1. “Who is Don Draper?” Unfortunately, the Advertising Age interviewer doesn’t get any new information about our three-piece-suit-clad leading man, but as the episode evolves, we as an audience gain a bit of perspective on what a difference a year makes. Yes, it’s been a year since Betty jetted off to Reno, since the Sterling Cooper gang packed up their desks, since Don moved into his very own bachelor pad.

Certainly nothing to scoff at, the new digs of Sterling Cooper Draper Pryce are noticeably scaled down. So much, in fact, that client meetings are conducted in a circle of chairs, as opposed to around a grand table, surrounded by appetizers. The changes aren’t all bad, of course. Joan finds herself with an office of her own, and Peggy is no longer the office lone wolf, scoring herself a decidedly dish-y new office-mate and pal.

While the agency is riding off the success of a Glo-Coat commercial (which I found to be a tad creepy), there’s trouble afoot with a client, a Ham company dissatisfied with their sales. Pete, Peggy, and adorable Joey with the sweater vest (forgive me, but it’s refreshing to see a new face that is as of yet without baggage), employ some guerilla tactics, and take a chance with this whole “Public Relations” game. They gamble, pay some anxious New York housewives a few dollars, and stage a grocery store ham-fueled showdown, aimed to get some press and create more desire for the product. It pays off, though not without a few speed bumps, and the agency gets a boost in their media budget.

Harry Crane returns sunburned from a West Coast jaunt, with new plans for Jai Alai, who, as clients, are up in arms over not being mentioned in Draper’s now infamous interview. They drop the agency, and the team is forced to reevaluate, after finding themselves in a compromising financial position. The fine, modest folks behind the Jantzen Swimwear company provide an opportunity to regain a bit of financial stability, and frankly, things don’t go well. Don, frustrated with a business stuck in the past (reminiscent of the former Sterling Cooper/Duck Phillips dichotomy), stands relentless, unwilling to create a watered-down campaign, though it would meet the company’s desires.

On the homestead, the Draper children have a new dad in Henry Francis, with whom they don’t particularly bond. They celebrate what we can assume is their first holiday season apart, with the children being shuffled between the Drapers, both former and current. Don’s occupying a somewhat dismal bachelor pad, complete with sassy Puerto Rican housekeeper, and in a scene we thought we’d never see, he’s paying for sex. Ultimately, he seems to see that there’s an overwhelming need to change the scope of things, for the betterment of his agency, and even himself. He sets up an interview with the Wall Street Journal, fires some punches, and ultimately sets the tone for a new season.

As season premieres go, this was a good start, as a satisfying episode. Not overwhelming in either direction, but a hopeful indication of what’s to come. Several points worth noting: I am absolutely loving that with each season, Peggy Olson is more and more emerging as the show’s symbol of female empowerment. She’s come out of her shell, got herself a whole new career woman wardrobe, and shed the almost awkward innocence of season 1. Also, while Roger Sterling provided a few quips, this episode was missing his regular gems. Sure, we got a few comments about the unfortunately disabled reporter, but aloof Harry returns with a blistering sunburn and Sterling has not one thing to say? Disappointing.

While the previews of next week’s episode left a lot up to the imagination, here’s hoping we get a little information on what’s going on at the old agency. I miss Ken Cosgrove, and I for one am anxious to see what the left behind folks are up to.