“Yes…but is it art?” This age-old question has generally targeted the avant-garde, but its application to advertising can be equally apt. The best work by Sterling Cooper’s resident creative geniuses Don Draper and Peggy Olson—the Carousel, Burger Chef—transcends its mercenary origins to articulate hidden yet widespread fears and desires, in the stealthily symbolic way that’s normally the province of painters and poets. But for an ad to be truly effective, the reverse must also be true: Greed and guile are gussied up in artsy drag, its surface sophistication used to exploit the anxieties the product for sale is designed to salve.
Photographer Pima Ryan embodies this Madison Avenue manicheanism. Played by guest star Mimi Rogers, her talent has made her a legend among SC&P’s creative staff, for good and for ill. Peggy’s thrilled to bring Pima aboard the campaign for Cinzano vermouth, and her onscreen debut takes place in a blinding white soundstage that evokes the iconic artistry of late-season Mad Men go-to reference point Stanley Kubrick. But Peggy’s friend and sidekick Stan Rizzo is equal parts irritated and intimidated by this hired gun. At first he mocks her work, on set and to her face. But when challenged by her directly to show her his best stuff, he comes up short. “You should see what she does,” he tells his girlfriend Elaine, awestruck and petulant in equal measure. “It’s so sensual.” Instinctively, Elaine strips down and volunteers to serve as Stan’s model for an impromptu shoot, in hopes that their real, relationship-based sexual chemistry is enough to rival the simulacrum seen in Pima’s photos. Perhaps life, they hope, can imitate art.
I reviewed this week’s Mad Men for Wired, through the lens of the ad campaigns the characters work on as always.
Tags: Mad Men, reviews, TV, TV reviews, Wired