A New Beginning
The end of Season 3 left Don, Roger, Pete, Peggy, Joan in a hotel room with Lane Pryce and Burt Cooper starting their own advertising agency, Sterling Cooper Draper Pryce. With Lucky Strike as their primary client and a few of Pete’s accounts, Don Draper starts 1964 with a new company and as a divorced man. Episode 1 of Season 4 finds Sterling Cooper Draper Pryce in fancy new offices in the Time-Life Building. Even so, they are struggling to find new clients.
Don’s successful Glo-Coat floor wax commercial brings him and the agency some good press in the ad industry. Advertising Age Magazine wants to interview Don, who, as we know is man with secrets. Don is glib and evades the reporter’s questions, which prompt them to describes Don as a “handsome cipher,” Roger complains, “You turned all the sizzle from Glo-Coat into a wet fart.”
Roger invites the newly divorced Don to join him and Jane for Thanksgiving dinner. Even though Don is facing his first Thanksgiving without his family, he declines. Instead, Don spends the day with a sweaty call girl who slaps him around. This is a side a Don we have never seen before.
With Lucky Strike as more than 70% of their business, Pete is anxious to sign Jantzen Swimsuits who wants to promote their ‘2-piece bathing suit’ without being risqué’. Don gets upset with them and kicks the Jantzen people out of the office.
Burt Cooper arranges an interview for Don with the Wall Street Journal. This time Don turns on the charm.