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This story first appeared in the June 5 issue of The Hollywood Reporter magazine. To receive the magazine, click here to subscribe.
AMC is taking a zen approach to Mad Men‘s final Emmy campaign, focusing its key art on parting shots of characters — including the close-up of Don Draper cracking an enlightened smile in Big Sur that faded into the Coca-Cola commercial during the series finale.
“Consider the End of an Era,” read the ads, which highlight Jon Hamm and co-stars January Jones, Elisabeth Moss, John Slattery, Jessica Pare, Vincent Kartheiser and Christina Hendricks. AMC will roll out the campaign on billboards in Los Angeles beginning June 1, in addition to buses, Internet browsers and a handful of print outlets. Minus “Consider,” it’s the tagline the network used to plug the landmark drama’s final seven episodes to viewers. AMC and Lionsgate brass are wagering that the finality will persuade voters to think of the series’ entire eight-year run (including the four seasons for which it took home the drama series Emmy) when reflecting on the last batch of episodes.
It’s no bigger effort than in years past, but it has a big distinction: Hamm, 44, who has not won a lead drama actor trophy despite seven consecutive nominations for playing Draper, is getting a special push with a print campaign highlighting his most impressive scenes during the course of the show. AMC hopes to repeat what happened in 2011, when Kyle Chandler won his first Emmy for the final season of Friday Night Lights.
“For many viewers, Don is the story of Mad Men,” says AMC executive vp marketing Linda Schupack. “To be able to pull out those exceptional moments from each season, marrying each image to a quote, we thought that made it really powerful.”
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