Mad Men: Love Among The Ruins

September 3rd, 2009

Season 3, Episode 2

Synopsis

The office watches the opening of Bye Bye Birdie because the client: Patio, a diet soda — wants an “Ann Margaret type.” The men know exactly what this means, while Peggy is unsure.

Meanwhile, Pete and Paul meet with clients promoting the construction of a new Madison Square Garden. Paul doesn’t respect their plan to demolish Penn Station, and one representative named Edgar angrily calls Paul a “beatnik.”

Lane Pryce informs Don and Roger that they have lost Campbell’s Soup as a client. Don and Betty (in a foul mood) join Lane and his wife Rebecca for dinner. On the drive home, Betty says her father Gene has been abandoned by his companion Gloria. Gene is coming for a visit along with Betty’s brother William and his family.

Roger’s daughter Margaret is planning her wedding, and tells Roger his young, new (former secretary) wife Jane isn’t welcome.

Lane asks Don to have lunch with Edgar for damage control. While waiting, Roger complains about his wife Mona turning Margaret against him. After Edgar arrives, Don suggests promoting Madison Square Garden by saying change is inevitable. He recalls his trip to California where everything was new and the people were filled with hope. Edgar says he’ll hire their firm as long as the “communist, radical” Paul isn’t on the project.

After arriving with a paper bag containing sandwiches and slightly confused, Gene watches television with the kids while Betty, William, and his wife Judy discuss the possibility of putting him in a nursing home.

Alone in her apartment, Peggy sings “Bye Bye Birdie” to herself, in a mirror, as if to see whether she is “that type.”

The next day, Lane informs Don that the home office in London has killed the Madison Square Garden project. Don responds with disbelief, saying it could mean thirty years of business, and then anger that he wasted time winning them back.

Still working on the Patio diet soda campaign, Peggy wonders how exactly Ann Margaret represents weight loss. Don counters that this is about men wanting Ann Margaret, and women wanting to be desired like her. Peggy says that sounds phony. Don brushes Peggy off, saying advertising is about solving problems, not being an artist.

That evening, Betty tells Don of William’s plan to put Gene in a home. Don pulls William aside and says Gene will live with them while William provides financial support. He orders William to present the plan to Betty and Judy.

When Gene is told of the plan, he complains that “the animals are running the zoo.”

On her way home, Peggy visits a crowded bar and meets a young engineering student. They wind up back at his place where they have a one-night stand.

Late at night, Don and Betty are awoken by Gene, pouring booze down the drain in an odd panic.

The next day, Betty, Don, and Gene watch a school May Pole performance. Sally holds one of the ribbons. Don watches the teacher dance across the field, and reaches down with his hand to touch some blades of grass.

At work, Peggy and Don discuss the Pampers account.

Then And Now

• Bye Bye Birdie is a movie musical starring Ann Margaret and Dick Van Dyke. My favorite character is the Elvis-esque doppelganger Conrad Birdie played by Jesse Pearson.
• Patio Diet Cola was a Pepsi product that started in the sixties and became Diet Pepsi in 1964.
• The current Madison Square Garden was built in 1968.
• Rietta Wallenda was tightrope walker, member of the “Flying Wallendas” that fell to her death in 1963.
• Betty continues to smoke and drink while pregnant.
• Gene’s urge to dump liquor down the drain may have something to do with memories of Prohibition, during which liquor was illegal.

Thoughts

Betty and Don seem constantly at odds with each other this season, muttering and on edge with each other. I can’t put my finger on why Don decides to take Gene in, other than his underprivileged background (still a secret) which occasionally leads to compassion for the down-and-out who can’t help themselves.

Roger is pathetically clueless, and can’t understand why his family doesn’t like Jane. He doesn’t seem to value the opinion of the women in his life, and assumes that any daughter should merely love their father unconditionally. Note the wedding date on Margaret’s invitation is November 22, 1963 — the day after Kennedy’s assassination; yikes.

Peggy seemed to be reconciling her role at Sterling Cooper with her femininity, figuring out how a successful career woman should behave in order to feel comfortable in both worlds. She has a one night stand as if to prove that she can still be attractive to the opposite sex — that she hasn’t lost any sex appeal through her career success.

Amusing when she says Don is a “jerk.” Perhaps her fling is a secret jab back at Don, to prove there isn’t only one template for women to follow in order to be desired by men.

Further thought could be put into the word “ruins” in the episode’s title — Paul refers to Roman ruins, while Don later claims New York City is in decay. He also tells William to catch a train at Penn Station. Lastly, the may pole dance is a ritual of renewal for spring and summer, ushering in the new after the collapse of the old — of which “ruins” would be a part.

Or perhaps that may pole is just a gigantic phallic symbol and Don is prepping for a new fling.

Next Episode: My Old Kentucky Home
Previous Episode: Out Of Town