Heinz is actually using an ad that Don Draper created in Mad Men


Social Media Week

Inspired by a scene from “Mad Men,” creative shop David is taking a page out of the Sterling Cooper Draper Pryce playbook—but will anyone get it?

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“Mad Men” fans are doing a double-take after seeing the name of their favorite advertising agency—Sterling Cooper Draper Pryce—splashed in the pages of Advertising Age today. In 2017. IRL.

It’s all part of a clever stunt from Heinz that pays homage to a scene from the popular AMC drama, which ran from 2007 to 2015. In that scene, the iconic creative director Don Draper presents client Heinz with a series of billboards for a new campaign, called “Pass the Heinz.” You can watch that scene here.

Creative shop David is resurrecting the concepts as part of a new print and out-of-home campaign for Heinz. The campaign features near-identical artwork as what was shown in the scene, albeit with a slightly different font.

Heinz isn’t the first brand to embrace “Mad Men’s” glorification of the advertising’s Golden Era. In 2010, during the show’s peak, Mercedes-Benz tapped Jon Hamm to narrate a :30 spot on behalf of the brand.

Other brands were treated less favorably by the show. In the episode, “The Other Woman,” Jaguar marketing execs are represented in an unflattering light after being tied to particular storyline around prostitution. In response, the brand assembled a special crisis communications team to deal with the fallout.

At the show’s peak, “Mad Men” commanded ratings around the 3 million viewers mark. While David’s campaign is running in New York, home to a bevy of marketing and advertising professionals, it will be interesting to see if most people are able to catch the reference, or if it will be too inside-baseball for the average target.

Then again, Draper was pretty good, so it just might work.

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Katie Perry

Contributor, Social Media Week



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