The Pitch

April 18th, 2013

The following excerpt is cross-posted from She’s an Astronaut, Amy and Adam’s Mad Men tumblr.

“It’s hard to argue with a direct appeal to our customers. I mean, we can artsy up the image of Jaguar, make it look romantic and stylish, but isn’t it better to tell people who are actually in the market for a car that a jaguar is available?”

The answer, Don knows, is an emphatic NO.

As he progresses through his pitch, countering the Jaguar representative’s concerns with the same line every time, the Bottom Line, Don begins to sound more and more like a salesman..

“I think it’s better to think about someone in New Jersey driving in their current car and hearing that around the corner there’s a jaguar to buy….at a low, low price.”

“I’m 100% positive that this approach moves cars. And not just Jaguars – this is proven to move all kinda cars. Hell, even used cars!”

More importantly though, he sounds – and looks, check the upward curl of his mouth – like an American. Note the use of the use of the colloquial contraction ‘kinda’, the ‘hell’ and the cherry on the cake:

“Fellas, this is gonna work!”

But in the end this isn’t simply about Jaguar, and Don knows it. It’s about the crassness of American consumerism versus the elegance and exclusivity of empire. This is a deeply felt cultural divide and Don’s anti-pitch exploits it to the fullest.

But there’s a specific American Don’s impersonating. Herb wanted to speak through SCDP and Don’s only to eager to grant his wish. You want a ventriloquist act, Herb? You got one. Suck it the fuck up.

Read more at She’s an Astronaut

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