Carefully and with great consideration.
Linda Schupack, head of marketing for AMC, heeds the advice of Mad Men’s own Don Draper.
“Advertising is based on one thing: happiness,” Draper would implore his Sterling-Cooper charges.
The theme of season three is change. “We wanted our key art to be more high-concept,” Schupack explained, unveiling the new poster, which hits this week: Draper is sitting in his office, looking nonchalant, as water rises up to his knees. The image was devised by the Refinery, a Burbank ad agency that beat out three other firms. Schupack flipped through a binder of rejected ideas: Draper at an office party (“too kitschy”), Draper trapped on an ice floe (“too obvious”), Draper getting sucked into a vortex (“too end-of-the-world”). Once the final concept had been chosen, a replica of Draper’s office was built on the Paramount lot and filled with water, and Hamm posed in it for two hours. Earlier in the week, Schupack had taken a copy of the poster out to the sidewalk, to see how it would look in bright sunlight, and a security guard had weighed in: “He goes, ‘That’s how I feel sometimes! I’m just sitting in my office, totally unaffected, and the waters are rising around me.’ ” Season three also has a catchphrase: “The World’s Gone Mad.”
Mad Men returns to AMC on Sun., Aug. 16, at 10PM | 9C