Mad Men: Heinz Baked Beans Original Print Ad Comp
The Mad Men season-six episode “To Have and to Hold“ saw Don Draper and Peggy Olson competing for the Heinz account with very different campaigns. While Peggy went with something more product-oriented, Don created ads that had no ketchup bottles in sight, telling the Heinz folks that their name was so inextricably linked to the condiment that consumers would have no trouble conjuring up the missing bottle in their heads. They passed on it, because Kip Pardue had little imagination, but now the real Heinz is bringing the fictional campaign to life.
This is the original prop used on screen. After learning from the Heinz (beans, not ketchup) rep’s wife in a restaurant bathroom that SCDP was about to get fired, Megan saves the day by prompting Don, upon returning to the table, to spontaneously pitch an idea she had come up with. The idea — one scene after another, in different eras, of a mother serving a child beans — is rather schmaltzy and the slogan, “Some things never change,” is just a cliché, but their artless tag-team delivery is impressive. Ultimately, they win the client back without ever having an awkward conversation.