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May 18, 2014 · The Strategy: Directed by Phil Abraham. With Jon Hamm, Elisabeth Moss, Vincent Kartheiser, January Jones. Peggy has second thoughts about her Burger Chef campaign when Don is asked to pitch her commercial, Pete visits his wife and daughter on his trip back to New York, and Bob Benson gets some surprising news from G.M. about the account.
- (2.6K)
- Drama
- Phil Abraham
- 2014-05-18
- Synopsis
- Trivia
Peggy Olson and the newest creative guy, John Mathis, are in the midwest doing research. They are buying the meals for Burger Chef customers, and in return, they are asking these customers to take a survey. They give a harried mother in a station wagon an extra 10 dollars to answer a few questions.
Pete and Bonnie are on a flight to New York. Bonnie is discussing the cost of 7 nights in a hotel, plus theatre/theater tickets. Pete assures her that everything is free (on SC&P), and tells her he wants her to be "shopping all day and screwing all night." She offers to buy him a pair of loafers. Pete explains he will be spending some of Saturday in Cos Cob, visiting his daughter Tammy. He doesn't want Bonnie along, even though Bonnie bought the Barbie Pete is giving Tammy, because it might "confuse her." When Bonnie states that the fact that her parents are still not divorced is more likely to confuse Tammy, Pete says "I thought you were never going to get married again." Bonnie deflects the comment by rubbing Pete's crotch, and telling him to meet her in the rest room. "I've always wanted to do that," muses Pete.
Don is hurriedly cleaning up a table in his apartment, moving his typewriter, some files, and some papers.
Joan is leaving for work. She turns off the television, and tells her mother to take Kevin "outdoors today, please."
Don is in his office. Bonnie enters. She tells Don he is the only one she knows in New York, and says she hears he has a huge apartment. Pete arrives, and tells Don that Peggy is going to be leading them through the work she has done for Burger Chef, and invites Don along. Bonnie leaves, and Pete and Don proceed to the boardroom. There, Peggy and Stan are preparing the presentation. Pete announces, "I've asked Don to join us." Peggy recovers quickly, and states that Don's work has indeed been instrumental. She states that her research showed that mothers feel guilty about going to Burger Chef, so the pitch must focus on giving homemakers permission. Lou interpolates gleefully: "Who gives moms permission? Dads!" Peggy goes on to give a nuclear-family based pitch, in which a harried mother with two children in the back seat of her car arrives at Burger Chef. She gets out of the car, and a man meets her with a bag f food. She kisses him, and we discover it's her husband. Don says, "It's right on strategy; it's exactly what they want." Lou is delighted with the traditional family-based concept.
Roger is in a steam room at the New York Athletic Club with Jim Hobart from McCann. They engage in that faux-friendly hostile banter at which Roger excels. Among other things, Jim needles Roger about Burger Chef. "It's not Buick, but it's cute." Roger leaves.
•While Roger speaks to Jim Hobart in the sauna, he says "When we grow up, we're going to kill you and marry your wife.". This is a reference to the Greek myth of Oedipus, who killed his father and married his own mother.
- 18 May 2014
- NextWaterloo
- Phil Abraham
- 3 min
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