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Draper delivers a few memorable burns to junior executive Pete Campbell. The most important lessons in this interesting detour come from the client meeting with Ms.


Draper and Sterling lay out a simple strategy to increase the profile of Ms. This is a time-honored approach to sales and customers. And she has a good argument. Mencken changes the conversation.

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People who come to the store because it is expensive. This is an interesting approach that goes against a lot of common thinking. It also has a lot of merit. Cultivating an image of luxury and exclusivity activates some powerful psychology. It activates scarcity, because relatively few people can afford expensive products. It offers social proof—wearing expensive products is a signal of status. This episode, with its focus on cigarettes, spends relatively less time on the debate of cost vs. Detours behind us, the episode reaches its climax. The Lucky Strikes people come in expecting brilliance, and there is precious little brilliance to be found.

Voices are raised. Bad ideas are shot down. The client is about to walk, and then….

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He starts out speaking softly. Every other cigarette company is facing the same problem as Lucky Strikes. The best argument anyone could make is that the health risks are overblown—which is still an acknowledgement that they exist. A crowded space. Not a good place to be in marketing.

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Instead, move to a blue ocean —a place without any competition. What does that mean? Instead, he asks the owner of Lucky Strikes to describe how they make their tobacco. Grow it. Cut it. Cure it. Lucky Strikes is toasted. This is a real ad for Lucky Strike. In real life, the slogan started use in Source, Stanford.

He goes on to say that all people really want is to feel that what they are doing is ok. People want to smoke. This final revelation is the culmination of the entire episode. It comes from natural, simple language. Toast it. Still, this first episode of Mad Men is packed with marketing and advertising brilliance. Is advertising like Mad Men?

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