I wish I could share the enthusiasm expressed by many who have been eagerly awaiting the return of the hit series
Mad Men, whose fourth season premieres tonight on AMC. But I’m not sure what there is to be so enthusiastic about except the show’s tantalizing ambitions, ambitions that have never travelled far from the shallow end of the pool.
Mad Men is set in the 1960s and examines the lives of the advertising men who work on Madison Avenue in New York City at the firm Sterling Cooper. Created by former
Sopranos’ writer Matthew Weiner in 2007,
Mad Men does have a clever premise; creative ad men selling us dreams of an American life they themselves can’t possibly live. The main character, Don Draper (Jon Hamm), the creative director at the firm, isn’t even who he claims to be. He’s a con artist living out his own fantasy while selling products to others. Placing a con artist at the center of a story of self-made men is definitely appetizing. It draws significantly on the corruption of the American ideal where you can make of yourself anything you wish. In doing so,
Mad Men tries to examine the changing mores of American middle-class culture from the post-War comforts of suburbia to the social upheavals of the sixties. But I’m afraid that the show ultimately fails to live up to its promise. Rather than capture an era in turmoil, or characters at crossroads between what they sell and who they are,
Mad Men fixates itself on the details of the period, the minutiae of sixties kitsch, to compensate for its lack of dramatic coherence. Rather than go deeply into the characters behind the facade, the show chooses to illuminate the facade. In short, I think
Mad Men is itself a slick bit of advertising.