How Don Are You? - Sky Television
RSVP Craft Winner, Best Copy
Issue 18 | March 2011
Agency
DraftFCB
Production Team
Rob Banks, Tony Clewett, James Mok, Ian MacMillan, Ant Wilson, Eric Thompson, Katie Loverich, Fleur Head, Matt Scott
Other Credits
Kate Whittle
Background
The third series of the critically-acclaimed Mad Men TV series needed to attract a wider audience. A big part of Mad Men’s untapped appeal was the show’s key character, Don Draper – a smooth-talking, hard-drinking, bed-hopping adman.
Idea
Most people, if they were honest, would love to be at least a little like Don. So DraftFCB challenged Kiwi guys to see how they measured up to Don.
The copy does more than set up a comparison between audience and Don Draper. It talks to them in Don’s distinct alpha-male tone of voice – and at the same time, manages to inject a little tongue-in-cheek humour to help reward the reader.
Results
The launch night ratings for Season 3 of Mad Men were up 31% and the show’s share of audience increased by 88%.