Don Draper just landed a big account at the ripe old age of 91, as Heinz has decided that the fictional version of itself depicted in a 2013 Mad Men episode made a judgment error in rejecting his 1960s ketchup idea. Draper's pitch—the burger, the fries, the steak, all without the ketchup—famously uses the glaring absence of its own product to sell the product. It's "almost like reverse product placement," Anselmo Ramos, the chief creative officer and founder of David, tells Adweek. And Heinz has decided it loves the pitch—so David, a real ad agency, will share creative credits with Mad Men's fictional Sterling Cooper Draper Pryce. "It’s so simple," Ramos says. "Don did a great job."
Ramos says the creatives are "happy to see their names next to Don Draper and Matt Weiner," and adds, "We finally managed to approve it." In fact the agency tried to perfectly recreate the fictional ad, though what first said "Pass the HEINZ" now reads "Pass the Heinz," notes Advertising Age. The ads, which as Draper envisioned do not even use the word "ketchup" but simply "Heinz," will appear on billboards in New York, print ads in the New York Post and Variety, and across social media. Brilliant though it may seem, Eater doesn't think the fictional agency's other ideas are current enough to adapt to real life. The Heinz ad, though, is "timeless," per a Heinz brand exec. (Heinz and Kraft merged into one of the world's biggest food companies.)