I’ve read a number of Mad Men finale recaps this morning, but this one, from Quartz, by Zachary M. Seward, seems the most perceptive by far. As Seward writes, “In the end, Don Draper bought the world a Coke. Mad Men’s final scene was perhaps the most iconic commercial ever to air in the United States: the 1971 ‘Hilltop’ ad for Coca-Cola.
The implication, though it’s hardly clear from the sequence of events at the end, is that Don’s wayward journey across the country, a reckoning and rebirth of his soul, ultimately leads back to New York, where he conjures the commercial. In real life, ‘Hilltop’ was created by a McCann-Erickson creative director, just like Don. But none of that is shown on screen.
Instead, we leave Don meditating at a retreat in California that resembles Esalen. ‘The new day brings new hope,’ their spiritual leader says. ‘The lives we led, the lives we’ve yet to lead. A new day, new ideas, a new you.’ Don and the rest of the group respond with ommm, and then it cuts to the ad.”
But not before a small bell goes off inside Don’s head – just a little “ping” – and he sees that he can turn this whole nightmare of a series ending to his advantage. Why not use this “rebirth” to sell something – as he always done, starting with himself? For the rest of the characters, a variety of endings, which I’ll let you read about here, but for Don, it’s simple – everything is a commodity.