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If you're a fan of marketing and haven't watched Mad Men yet, you’re missing out on a masterclass in advertising. Set in the 1960s, Mad Men dives deep into the glamorous, smoky world of Madison Avenue, where the creative masterminds of the ad industry crafted campaigns that shaped American culture. At the heart of it all is Don Draper—an enigmatic, suave, and occasionally troubled creative director who seemed to possess an almost mystical understanding of what makes people tick. His campaigns weren’t just clever; they tapped into human desires, fears, and aspirations in a way that defined an era.
Today, we’re taking a deep dive into some of Don Draper’s most iconic campaigns—not just for the nostalgia, but to learn what these fictional campaigns reveal about real-world marketing genius. Let’s take a look at how these classic moments can inspire marketers today.
1. "It's Toasted" - Lucky Strike
The campaign that arguably kickstarted Mad Men is Don Draper’s work for Lucky Strike cigarettes. As the world of advertising wrestled with increasing health concerns about smoking, Draper managed to pull a marketing rabbit out of his hat. The solution? “It’s Toasted.”
The genius of this campaign lies in its simplicity. Lucky Strike needed to differentiate itself, but without addressing the growing health concerns. So, Draper turned to a seemingly mundane part of the cigarette-making process: the fact that their tobacco was toasted. By making this the focal point, he shifted the narrative from the dangers of smoking to the craft and quality of the product. Suddenly, smoking Lucky Strike became less about the potential risks and more about indulging in something special.
Takeaway: In marketing, perception is often everything. Sometimes, the best way to handle a negative aspect of your product is to pivot the conversation towards something positive—even if it’s seemingly trivial. Find that unique angle, and own it.
2. "It's Not a Wheel, It's a Carousel" - Kodak Slide Projector
If there’s one moment that truly encapsulates Don Draper’s genius, it’s his pitch for the Kodak Carousel. Draper didn’t just sell a product; he sold nostalgia. He called it a "time machine" that lets people travel through the happiest moments of their lives. It wasn’t about the technology—it was about the emotions, the memories, and the powerful human need to relive the past.
As he showed the executives a series of personal slides, set against a heartfelt narrative about family, he not only tugged at their heartstrings but also managed to encapsulate the essence of what makes memories so meaningful. The Kodak Carousel was no longer a cold piece of technology; it was a portal to a happier time.
Takeaway: Great marketing isn't about the features—it's about the story. Consumers don’t just buy products; they buy emotions, memories, and aspirations. Tap into what your audience truly cares about, and make your product the gateway to those feelings.
3. "Pass the Heinz" - Heinz Ketchup
In one of Don Draper's more daring campaigns, he suggested a bold approach for Heinz Ketchup: no product shots, no descriptors, just the tagline, "Pass the Heinz." The ads featured images of food that cried out for ketchup—a plate of fries, a juicy burger, crispy hash browns—with no ketchup in sight.
This campaign was pure genius because it relied on the audience to complete the picture in their minds. The absence of the product only made its necessity more evident. It trusted the consumer's knowledge and love for Heinz, banking on the fact that they'd understand exactly what was missing.
Takeaway: Trust your audience. Sometimes, the best marketing strategy is to leave some things unsaid, to invite the audience to actively engage with your brand. A little mystery or subtlety can go a long way in creating a memorable, powerful message.
4. "Make Your Own Luck" - London Fog
London Fog’s campaign—"Make Your Own Luck"—was another brilliant move by Draper, one that spoke directly to the company’s target audience: professionals who wanted to feel powerful and in control. The campaign presented the London Fog trench coat as an emblem of sophistication and autonomy, subtly associating the product with themes of success and personal agency.
The image was sleek: a confident man, his collar turned up against the rain, perfectly framed against the backdrop of a bustling city. The tagline, "Make Your Own Luck," wasn’t just about the coat; it was about the aspirational lifestyle that came with it.
Takeaway: People don’t just buy products; they buy versions of themselves. They want to feel sophisticated, successful, in control—whatever identity your product can help fulfill. Your campaigns should make customers feel that purchasing your product brings them one step closer to who they want to be.
5. "Why Wait for a Man to Buy You a Watch?" - Belle Jolie Lipstick
This campaign struck a chord with women who were tired of waiting for the men in their lives to make choices for them. Draper’s ad for Belle Jolie lipstick—“Why Wait for a Man to Buy You a Watch?”—was more than just about makeup; it was about empowerment.
By framing lipstick as a symbol of independence, Draper wasn’t just selling a product—he was selling a movement. It was an early nod to the cultural shift that was beginning to happen at the time, where women wanted more control over their lives and their choices. The ad gave Belle Jolie a modern, forward-thinking image that was deeply resonant.
Takeaway: Social movements are powerful marketing tools. If you can connect your brand with the values or aspirations of your audience, you can create something that goes beyond a product—you create an idea, a movement that people can rally behind.
6. "Happiness Is the Smell of a New Car" - Jaguar
Don Draper's campaign for Jaguar wasn't just about the car's sleek design or its engineering marvel. Instead, he focused on the intangible—the feeling of happiness that comes from something new and luxurious. The tagline, "Happiness Is the Smell of a New Car," was an ode to the sensory experience of owning a Jaguar. It tapped into that universal joy that comes with acquiring something exclusive, beautiful, and full of promise.
This campaign understood that people buy luxury cars not just for transportation but for the emotions they evoke—the envy, the pride, the thrill of newness. Draper used a sense of aspiration and sensory appeal to connect the product with its audience in a deeply personal way.
Takeaway: Sensory language can be incredibly compelling in marketing. People react to descriptions that evoke their senses—whether it’s the smell of a new car, the taste of a decadent dessert, or the feel of luxurious fabric. When you can make your audience feel the product in their imagination, you've got them hooked.
7. "How Does It Feel?" - Volkswagen
Volkswagen, with its quirky and non-traditional vibe, needed a campaign that felt fresh, and Draper’s approach did just that. Instead of focusing on the specs, he went with a tagline that simply asked, "How Does It Feel?"
The brilliance of this was in its directness. It encouraged the customer to imagine themselves behind the wheel, to visualize the comfort, the freedom, the joy of driving the car. It was about getting into the mindset of owning a Volkswagen—not just owning a car, but embracing a feeling, an experience that set the brand apart.
Takeaway: Selling experiences instead of products is a timeless marketing approach. Always ask yourself, what does your product feel like to your customers? Then, make them see, hear, and feel that in your messaging.
8. "The Ultimate Fantasy" - Hilton Hotels
Don Draper's campaign for Hilton Hotels took a lavish, aspirational angle. He positioned Hilton as the ultimate fantasy—a promise of escape and luxury for those weary from the mundane routines of life. He didn’t shy away from the audacious; Hilton was marketed as a home away from home, only better.
The visuals showed scenes of absolute relaxation—a perfectly made bed with soft, inviting linens, a view of a city skyline at night, breakfast served by a stunning view of the ocean. It wasn’t just about the stay—it was about living a dream, if only for a while.
Takeaway: Luxury and escapism are powerful motivators for consumers. Sometimes, the best way to market is by taking your audience out of their everyday lives and offering them a glimpse of something extraordinary—something they want, and can almost taste.
Final Thoughts: What Modern Marketers Can Learn from Don Draper
Don Draper, for all his flaws, knew how to connect with people. He knew that marketing is about more than just presenting a product; it’s about tapping into what people crave at a deeper level. Whether it’s nostalgia, empowerment, or aspiration, he found the emotional core that resonated with the audience and spun a story around it.
The truth is, great marketing has always been, and will always be, about people. It’s about what moves them, what keeps them awake at night, what makes them feel alive. Don Draper knew that selling products wasn’t really about the specs or the features—it was about the dream, the experience, the feeling. As marketers today, amidst algorithms, data, and digital strategies, it’s vital not to forget the heart of marketing: the human story.
So next time you’re crafting a campaign, think about Don Draper, sitting in his office, glass of whiskey in hand, pondering the question that would change everything: What do people really want? And then, find a way to give them just that.
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