Digital

The Sheraton Hawaii ad pitch that even Don Draper couldn’t pull off

Skift Take

Will this be the season Draper’s agency lands the big airline they’ve always dreamed of? Travel and design geeks hope “yes.”

— Jason Clampet

The AMC series “Mad Men” has always had a soft spot for travel.

The kick-off to the sixth season begins at a resort in Hawaii, where protagonist Don Draper is again trying to figure himself out, this time assisted by his wife Megan. While in Hawaii, Don encounters a solider who he bonds with and then begins thinking morbid thoughts about his own veteran years.

Later in the episode, this soul-searching culminates in a rather un-Draper-like performance before clients from Sheraton Hotels. Thinking of his own experience, Don pitches Hawaii as a place for transformation taken to the extreme. It’s not just a place to find yourself, or come up with a better plan: The creative for the pitch has an empty suit laying on the beach like a chalk drawing of a murdered man.

Needless to say, Sheraton doesn’t go for it.

Read more: “Mad Men’s travel advertisements: Inspiring the jet-set era” [Slideshow]
Tags: hawaii, sheraton

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