• by Jonathan McEwan , December 2, 2008

A Bull Session With Don Draper

Who wouldn't jump at the chance at lunch with Don Draper - Sterling Cooper's charismatic creative director? The socially adept, emotionally challenged enigma at the center of Matthew Weiner's rich early '60s era advertising yarn Mad Men has tapped into something ineffable about the industry and captured our imaginations. Just picture the swanky restaurant he'd select - and the menu. They weren't bothered by cholesterol counts or tricky food pyramids back in '62. These boys invented the three-martini lunch - followed by the hair of the dog and whatnot back in the office. No doubt we'd toss back a few Old Fashioneds and vodka gimlets with our shrimp cocktails, steak tartar or beef Wellington, and something smothered in Hollandaise, before settling in for a little back and forth over black coffee and a few Lucky Strikes. Draper wouldn't have much to say about media buying and planning. Things were somewhat simpler in 1962.

"Frankly, I'm not buying the idea that advertising is merely purchasing time and space," he might say, leaning back in his chair and blowing out a trail of cigarette smoke. "It's about conveying a message that resonates with the consumer. Nothing against the media department, mind you, some of my closest friends buy media."

"Maybe," I counter, "but it's also about reaching that consumer so you can deliver your message."

"If you want to sell a brassiere, buy a page in Ladies Home Journal. If you want to reach everyone, a minute on Lucy will do the trick."

"And if you want to sell a car," I say, not willing to give up so easily, "toss a pretty girl behind the wheel."

He shakes his head and takes a long pull from his dangling Lucky. "It's still about what the pretty girl says. It's the message."

"The medium is the message, you mean?"

Draper leans forward and blows the smoke off to the side. "That's catchy." He says, tamping his cigarette out in the crystal ashtray. He flashes me his patented sidelong smile. "Mind if I use it?"