Another exciting episode in the characters’ personal lives. As relates to advertising and marketing, the most relevant part was in the episode’s beginning and shows how far the industry has come.
Peggy, Paul, and the gang are pitching an Aqua Net commercial to Don. They lay out what we consider to be a great idea: a car ride and the ensuing mussed hair, which Aqua Net of course prevents for one female passenger.
But when they finish the presentation Don says it’s too much story; there are too many “and thens” that provide too many opportunities for female viewers to get lost.
This may be the first time we’ve disagreed with Don’s ad advice. Storytelling is the best way to get people to see your offering in action, to picture themselves benefitting from it, and to buy it.
More importantly, this scene shows us yet again how far advertising has come since the 1960s. Today women are considered feeble-minded by only the hairiest of cavemen and are starting to be recognized as the savvy shoppers they always have been.
Sorry Don, we don’t agree with you on this one – or with the chances you’re taking with Miss Farrell.