AMC's Mad Men Installs Scotch Glass as Guerrilla Marketing Stunt | Adweek AMC's Mad Men Installs Scotch Glass as Guerrilla Marketing Stunt | Adweek
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Don Draper Buys a Round for Everyone

Giant highball drains as Mad Men Season 7 approaches

The liquid countdown outside Penn Station in New York.

The seventh and final season of AMC’s Mad Men premieres this Sunday. What’ll Don Draper do about his wrecked marriage? What’ll fans do when this skirt-chasing, smoke-filled show is finally over? One thing's for sure: It's an occasion that calls for a drink.

At least that's what AMC’s marketing folks think, which is why they set up 10-foot-tall, 200-gallon highballs outside New York's Penn Station and at the corner of Hollywood and Highland in Hollywood. If you look really closely, you’ll see that the Scotch—Don Draper's favorite libation—is gradually disappearing.

“The idea is that the Scotch is draining out—being drunk—representing the countdown to the show on Sunday,” explained Pete D’Andrea, vp at agency Attack, which conceived the installation.

And what’s really in that Scotch glass? “It’s Scotch,” D’Andrea said.

Has anyone tried to take a sip? “We wouldn't want someone to drink out of it,” he said.

(Betcha those ice cubes are fake, too.)

No matter. Many commuters passing the gargantuan tumbler (Penn Station clocks some half a million per day) will be stopping for a drink before hopping the train to the burbs anyhow. And it’s only fitting that a TV show about advertising gets its chance to show us how a little street-level marketing is done.

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