Emmys: 'Mad Men' Stars Hawk Products as AMC Debuts Cheeky Campaign (Exclusive Photos)
A version of this story first appeared in the May 23 issue of The Hollywood Reporter magazine.
AMC hopes to turn back the clock with Emmy voters. After two years without a statuette for Mad Men, the network is rolling out an aggressive (and nostalgic) campaign for the Matthew Weiner drama beginning May 12.
The "For Your Consideration" ads might as well be the brainchild of Sterling Cooper & Partners: 1960s-inspired one-sheets, billboards and digital banners that insert the cast into ads for such products as hair dye, sunglasses and pomade. "In the past, we've campaigned for Mad Men by letting the show sell itself," says AMC executive vp marketing Linda Schupack. "This year, we wanted to be a little more fun and playful."
As with anything Mad Men -- see the psychedelic season-seven poster from Milton Glaser -- Weiner had a hand in the campaign. AMC also worked with The Martin Agency to insert its own photography of the actors into old-timey ads with baiting slogans, like this one for 14-year-old Kiernan Shipka: "She's grown up right before your eyes. Show her you noticed."
Mad Men has faced a more crowded Emmy field since its four-year streak as the top drama ended in 2011, and this year is especially cutthroat with the HBO newcomer True Detective. Schupack, who also has Breaking Bad up for its final season, seems to relish the fight: "We're always striving to be as distinctive and entertaining as the show itself."