Mad Men's penultimate Season Four episode, Don attempts to save a canceled meeting with Phillip Morris executives by writing a journal entry titled, "Why I'm Quitting Tobacco." In it, he explains how his firm—and the American people—don't need tobacco, saying it "never improves, causes illness, and makes people unhappy," but are open to other business. Don then sends the entry to The New York Times where it runs a full-page ad. Initially, the other
Mad Men at SCDP are furious, but will it actually save the company? For now, take a sip of booze and eagerly await the results.