Mad Men Mondays: A Look At Episode 10 With Duke's Hartman Center

Jun 3, 2013

Credit John W. Hartman Center, Duke University Rubenstein Library

The riots and politics of the 1968 Democratic Convention in Chicago continually weave in and out of Episode 10, through media and discussions. The partners begin discussing changing the agency's name.  Don, Roger and Harry travel to Los Angeles for client presentations, including Carnation. Harry drives Don and Roger to a party in the Hollywood Hills.  Starlets and stoned hippies roam poolside. Don is invited to share a hit from a hookah. His hallucination ends with him seeing himself face down in the swimming pool. He comes to on the deck, wet and coughing, with a soaked and out-of-breath Roger telling everyone he's fine.

At the office, Ginsberg confronts Jim, calling him a fascist. Jim tells Ted they should fire all SCDP staff, beginning with Ginsberg.  Jim asks Bob Benson to take Ginsberg to the Manischewitz meeting.  Joan's blind date ends up being with Avon's new Head of Marketing who is looking for a new agency. She praises the company and picks up the check.  Wary of Pete, Joan sets up a lunch meeting with just herself, Avon, and an unknowing Peggy. 

Ted tells Jim Chevy has signed off on their work. Bob interrupts with news Manischewitz has put them in review. Jim rewards Bob for "handling this like a man" with a spot on the Chevy team. Avon sends samples to the agency.  Pete blows up, reprimands Joan for excluding him, and calls Ted in to deliver the final blow. Peggy listens in, and sends in the secretary with a fake note that Avon has called for Joan. Ted gives Joan the go-ahead, over-riding a seething Pete. All partners but Joan meet in Don's office. Ted shares news of Chevy and Avon, and Cooper reveals Ted and Jim's suggestion for an agency name: Sterling Cooper & Partners.

Episode 10 referred to Carnation Instant Breakfast, Life Cereal, computers in business, renaming an agency, men wearing ascots, and Schlitz beer among others.  Here is a selection of ads that illustrate some of the products and cultural references mentioned in Sunday night's Mad Men.  A gallery of The Hartman Center's highlighted images may also be found on Pinterest and Flickr.

This is a weekly column created by the Hartman Center, part of Duke University's Rubenstein Library that studies advertising history. Each Monday they dig through their archive to find ads for items referenced in the latest Mad Men episode. This week's column (originally posted on their blog) was written by Lynn Eaton and the Hartman Center.

Previous Mad Men Mondays columns: