With the season premiere of Mad Men just days away, AMC has done its best to make viewers hoping to hitch a ride onto the critically acclaimed drama feel welcome. That means airing a marathon of the best episodes from season three last night and scheduling Michael Clayton to run before the premiere (so they can capitalize on the "Jon Hamm is the Next George Clooney!" movement). But does this admittedly killer promo take things just a tad too far?
Using some wildly out-of-context, frenetically edited shots from season three (and principally from the season finale) and the pulsating retro-soul beat of Amerie's "Gotta Work," the season four promo makes Mad Men look like some awesomely poppy remake of a '60s caper movie. Laugh as Don kicks open a door! Marvel at the dripping-hot sexuality of Betty and Joan! Nod in agreement as Peggy says this is "my time!"
It all looks grand and wonderful -- and yes, all these moments happened in some form on the show -- but doesn't it feel a bit too much like pandering? Obviously AMC wants to capitalize on the finale-record 2.32 million viewers last season's closer was able to score, but there had to be a more truthful way to make this niche show appealing to the masses. The promo is so good, it will probably work for the season premiere -- who wouldn't want to watch this show? -- but whether the new audience comes back once they see what Mad Men is really offering, is another story.