These ads - which all showcase some kind of food that typically requires ketchup lacking the condiment with the phrase "Pass the Heinz" - didn't actually win Draper the account on the show. But the company found them good enough to be used out in the real world today.
Heinz will use the three advertisements from the show - the french fries, steak, and hamburger - on billboards in New York City. They will also run in the New York Post and Variety, as well as on Heinz's social media platforms.
I absolutely love "Mad Men," so I think that this will be a great move for Heinz to make. Anyone who is a fan of the show will immediately recognize the ads and know they are for Heinz, and the fact that the company pulled a creative strategy directly from the television show will create a buzz in and of itself. However, I think the strategy is on-brand for Heinz anyways. "Pass the Heinz" is a fantastic tagline, and the photographs are just screaming for ketchup. It's very interesting and cool how advertising can still be relevant in the real world even if it was first developed for a television show.
Here's the pitch from the actual show:
What do you think about Heinz's decision to run the "Pass the Heinz" ads from "Mad Men"?
I think is was a great decision.
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