INT. SCDP-CGC CONFERENCE ROOM - DAY
Jonathan Lowermybills looks at the mockups through confused, squinted eyes. He puts them down on the conference room table.
Jonathan Lowermybills: Well, we heard SCDP-CGC was on the cutting edge, but this…I honestly don’t know where to start. Pete, you assured us a campaign that would deliver clicks, and I can’t say I’m seeing it here.
Don casually lights a cigarette, ignoring the comment.
Pete Campbell: Gentlemen, let’s not throw the baby out with the bath water. This is only a starting point. Don and his team -
Don Draper: Pete, sit down.
Pete sits, annoyed. Don turns to Jonathan Lowermybills.
Don Draper: Mr. Lowermybills, how do you feel right now?
Jonathan Lowermybills: To be honest, I feel fleeced! Taken advantage of!
Don Draper: Good.
Jonathan Lowermybills: Excuse me?
Don Draper: I said, Good. I want you to feel fleeced, taken advantage of, tricked, fooled, however you want to say it. Because that’s what the insurance companies are doing to the American driver.
Jonathan Lowermybills leans back, his interest piqued.
Don Draper: We’re not selling the Lowermybills trick for auto insurance savings. We’re selling fear, aren’t we? Fear that Uncle Sam and the insurance companies are going to take your money and there’s not a damn thing you can do about it. We are all afraid of being fooled, being a clown, just like the painted old woman in the ad. Afraid, confused and helpless. But there’s something else in the ad, too. A message - seemingly written in haste, bleeding over the borders, rushed, urgent and private, like a communique from a spy working deep behind enemy lines. And that message is hope. That message - the Lowermybills message - says, yes, you are a scared clown right now, but we’re here to help. Lowermybills is here to help put these fears to bed, to cushion the blow. Like a pillow, giving comfort to a terrified old clown.
Jonathan Lowermybills smiles.
Jonathan Lowermybills: I didn’t even see the pillow until you mentioned it! Amazing.
Pete Campbell: It’s called ‘subliminally suggested advertising,’ Mr. Lowermybills. And Don is on the cutting edge.
Jonathan Lowermybills: Don, I’m impressed.
They shake hands. Pete leads Jonathan out of the conference room. Don looks over the ad one more time, admiring his own genius. He stubs out his cigarette and exits, lighting another one as he passes through the door.