Mad Men. Season OneDVD - 2008
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Don: Well, technology is a glittering lure. But there is a rare occasion when the public can be engaged on a level beyond flash – if they have a sentimental bond with the product. My first job I was in house at a fur company, with this old pro of a copywriter, a Greek, named Teddy. Teddy told me the most important idea in advertising is “new.” It creates an itch. You simply put your product in there as a kind of calamine lotion. He also talked about a deeper bond with a product: nostalgia. It’s delicate, but potent. Sweetheart. Teddy told me that in Greek, nostalgia literally means the pain from an old wound. It’s a twinge in your heart, far more powerful than memory alone. This device isn’t a space ship, it’s a time machine. It goes backwards, forwards. It takes us to a place where we ache to go again. It’s not called a wheel, it’s called a carousel. It lets us travel the way a child travels. Round and a round, and back home again. To a place where we know we are loved.
Roy: Like you? You make the lie. You invent want. You're for them... not us.
Don: Well, I hate to break it to you, but there is no big lie. There is no system. The universe is indifferent.
Rachel: It's hard to get caught in a lie.
Don: It wasn't a lie, it was ineptitude with insufficient cover.
Roy: So, what do you do, Don?
Don: I blow up bridges.
Midge: Don's in advertising.
Roy: No way. Madison Avenue? What a gas!
Midge: We all have to serve somebody.
Roy: Perpetuating the lie. How do you sleep at night?
Don: On a bed made of money.
Roger: At some point, we've all parked in the wrong garage.
Roger: Remember, Don...when God closes a door, he opens a dress.
Don: Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.
Betty to psychiatrist: I don’t know why I’m here. I mean, I do, I’m nervous, I guess. Anxious. I don’t sleep that well. And my hands. They’re fine now, it’s like when you have a problem with your car and you go to a mechanic and it’s not doing it anymore. Not that you’re a mechanic. I guess a lot of people must come here worried about the bomb. Is that true? It’s a common nightmare, people say. I read it in a magazine. My mother always told me that it wasn’t polite to talk about yourself. She passed away recently. I guess I already said that.
Don: Let me ask you something, what do women want?
Roger: Who cares?
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