Spoilers Follow:
Mad Men is the kind
of show you contemplate deeply over a glass of scotch and a tome of Nietzsche.
It’s chilly and detached and asks you to consider and analyze it seriously and
critically.
And yet, it is also a series that is better than just about
any other series at creating images and moments that are striking and
remarkable and seem to speak for themselves. “The Strategy” features these
moments in spades. Don and Peggy dancing. Pete sticking his beer in Trudy’s
cake. Don, Peggy and Pete creating an ad-hoc family at Burger Chef.
These are images that sneak up on you and get stuck in your craw. They cut through the existential chill and burst with intensity of feeling
and emotion.
A lot of this season has felt like it was building to the
moment where Don and Peggy reconcile, and it just makes you have all the feels.
These are two very fucked up, self-loathing people who forged new identities,
and they only find an ease to living life when connecting one-on-one. They find
satisfaction in their work and knowing that the other sees them for who they
are and still loves and respects them. And yet they find contentment in almost nothing
else and that ruins them time and again; they love the work and they understand
one another’s love for the job and their reasons for it. But it somehow is
never enough.
This final season has been plot-heavy, or as plot heavy as
such a restrained show as Mad Men can
be. Sally discovered Don’s job status in the second episode, Don returned to
the agency in the third episode, and now by the sixth, and second-to-last for
this first batch of episodes, Don and Peggy seem to have patched things up.
These were all things that could have played out endlessly
on loop but they’ve led to some of Mad
Men’s best episodes this season and in some instances the whole run of the
series (as I would contend with the excellent “A Day’s Work”).
Mad Men more than just
about any other show has characters who feel all too much like real human
beings. Its pace, its tone, how it’s shot, and the way it’s written suggest a verisimilitude
or realism. As Matt Zoller Seitz
described it: “psychologically well-rounded
characters moving through life”. The moments where the show and its characters open
up feel so tremendous and potent because they have that quality of those rare
instances of connection one experiences in life.
Back in season two’s “For Those Who Think Young”, Don
offered his aspiring protégée Peggy a piece of advice: “You are the product.
You feeling something. That's what sells. Not them. Not sex. They can't do what
we do and they hate us for it.” Don was referring to the way that the best ads
and ad campaigns work, by playing off core, fundamental emotions; the best way
to sell this is by having the copy writer place a piece of themselves into the ads.
It’s this reason Don’s carousel speech back in “The Wheel” remains so very
potent, and why Peggy’s pitch for Burger Chef here is solid but also feels like
it’s missing something. The ad becomes superior when Peggy shifts it so it
relates to her current experience as a now thirty year old working women who abandoned
the potential life of a housewife.
Back in season four's “The Summer Man” Don wrote into a journal: “We're
flawed, because we want so much more. We're ruined, because we get these
things, and wish for what we had.” Peggy is regretting the path she has gone down,
or as Frank Sinatra croons the “way” she took. Don similarly regrets his actions
and here sets right the ship by starting to fix the one relationship, outside
of Sally, that truly matters. Don is staring back on the many lives he has
lived, literally with his tendency to swap identities. Don states his bone-deep unhappiness to Peggy,
“That I never did anything, and that I don't have anyone.”
At its core, Mad Men is
a show about connection. Moreover, it’s about how people desperately desire to
make connections with others but either often look for it in the wrong places
or find themselves unhappy when they get those connections (It's in this way that I personally find that previous Don quote is literal: we the audience are the product and the show represents these very fundamental and hard to accept "truths" of human nature). Another Summer Man journal gem: “People tell you
who they are, but we ignore it - because we want them to be who we want them to
be.” The sad thing about that series of journal entries back in season four was that
it was one of the last instances where Don attempted to be honest with himself
and those around him, up until, of course, now. Don would quickly play hobo and
marry Megan. That marriage has since crumbled into all but dust. (Another
striking image: Megan and Pete’s former beau Bonnie in a plane about to take
off towards California and away from shambling relationships).
Consider how Bob miscalculates what he and Joan both want.
Bob is a closeted gay hoping to form an arrangement that will help cover up things
for him. With Chevy ditching SC&P, he’s now receiving a job with Buick, but
to be a company man will necessarily be helped along with the American ideal of
a family; Joan in the process would get a father for her son. Joan denies the offer because she'd rather be unmoored than settle for less than what makes her happy (a very Mad Men thing to yearn for).
Bob’s desire to forge a family, a fake one albeit, ties in
with the Burger Chef campaign. The initial ad looked to sell people on a very
outdated model of what it meant to have a family, the old, Eisenhower nuclear
family. But the sixties have increasingly broken down that ideal standing in as
what it means to have a family; the sexual revolution is in swing, the Summer
of Love has occurred, divorce rates are on the rise, and feminism has helped break
down the way men and women relate. Despite how this family ideal is a lie, (and
remember that Don realizing it was a lie back in season four wrecked him, only
for him to try and fail to recreate that ideal with Megan), Pete can’t accept
Trudy dating other people and wanting to have nothing to do with him, nor his
daughter for that matter; that family he once strove for is dead. So is the one
Peggy could have had if she kept her child she had with Pete. But she chose a
different family.
Now a family can be whoever sits with you at a burger joint.
It may be, as Pete notes, more nebulous, but it feels right, and few shows can
create moments that feel oh-so-right, so perfect and hauntingly beautiful in
their design, like Mad Men; “The
Strategy” has countless.