Mad Men "For Those Who Think Young" (2008)

Last summer's AMC critical hit Mad Men returns for another season exploring the world of Manhattan advertising in the 1960s. It has been some time since the last season ended with Don's marriage on the rocks and Peggy having delivered a baby after carrying him unknowingly. Mad Men's appeal comes from the cinematic atmosphere that has become a staple of the series. From the set design and costumes, the show looks like it has been lifted right out of the past and broadcast on television for our enjoyment. It's also populated with deep, interesting characters who all struggle with their own personal demons. Everyone has flaws while maintaining the allusion of perfection. Season one was successful at slowly unraveling these layers to get a glimpse of the hideous underbelly of what looks so ideal and I'm sure the second season will continue to expose the inner machinations of these characters as effectively as last season.

The superb quality of Man Men has led me giving cable original series better consideration as shows to watch. Mad Men's excellent storytelling and fascinating characters has already led to Damages, Breaking Bad, Dexter, In Plain Sight and Burn Notice as must see TV for me this year. Prior to that I had only watched Nip/Tuck and never even considered picking up another cable series. I must say I'm glad this show was able to change my inclinations for the better. I was anticipating this new season enormously and I'm certain it will not disappoint.

The series seems to branching in a new direction as the cultural times seem to be overtaking our characters and their opinions. The first season took place in autumn 1960 where the uniformity of the 1950s was still firmly in place. With the second season premiere the youth culture is starting to invade society with John Kennedy in the White House and the advertising clients clamoring for a youthful outlook in their campaigns. Don, who last season was mocked for being a part of the Establishment by some of Midge's friends is starting to accept that mantle more in his work. He slaps down Peggy's "sex sells" argument and signs off on a campaign that promotes familial ties. He also shows open disdain for two jerks who publicly discuss their sex lives on the elevator in front of a woman. Draper's blunt "Take off your hat" declaration was a great moment as it quickly shut up the perverts. It also shows that Draper is not simply hanging onto his values because he's scared of change. He doesn't like the change he sees on the horizon, a loss of values and social courtesies. Should make for an interesting season, as advertising more than any other industry needs to keep its finger on the pulse of society and should be starting the trends, not chasing after them.

Peggy is also showing a transformation as she is the only woman on the writing staff. She doesn't ruffle feathers and allows the men to treat her as if she is still only Draper's assistant. She hopes that her work will speak for itself and so far she seems to be doing an admirable job. Rumors abound as to why she lost all the weight she had put on prior to the season finale and we as yet do not know what has happened to her baby. She hasn't told Pete yet and they maintain a cold demeanour towards one another. Her and Joan don't seem to be on speaking terms either and Joan decides to place the new copier in her office after she upsets Don's new assistant. Joan can't openly be hostile with Peggy as she is now a member of staff, she even tells the new girl that she should call her Miss Olsen, but she can make her life a living hell. Could be envy or maybe general dislike but it looks like Joan and Peggy will be butting heads for a bit longer.

Pete's home life shows signs of strain as well as his wife, Trudy, desperately wants to start having children and Pete could not be the least interested. He's more concerned with how he should have picked up chocolates that have the chart to denote what kind each are. Pete is immature and resists any commitment that would flag him as an adult. He never wanted to buy that apartment, he pursued Peggy the night before he got married and now here he doesn't understand what the rush to have children is. I'm sure the Don/Pete conflict of last season will rear its ugly head in the episodes to come, especially as Don and Duck Phillips do not seem to be working as well together as Don thought they would.

This looks to be a promising season indeed with the changing times and the numerous conflicts awaiting to be unleashed around the office. Mad Men is a welcome return to the TV schedule and I only hope following the massive critical praise and sixteen Emmy nominations (the most this year for a drama series) including Best Drama Series (along with Damages, the first basic cable series to receive such a nod) it will translate into ratings success as well.

Favorite moment: The elevator scene. Pretty much covered it above so I think I'll just end it with that.