Mad Men returns with new episodes on AMC this weekend, thank goodness. Much has been written about this award-winning television show, given its writing, production quality, and overall level of brilliance.  And since it emanates from the advertising world of the transitional early Sixties, it has certainly attracted the attention of devotees and pundits from within the marketing community.

With any show set in the recent past, nostalgia is of course a key driver, an emotional hook (just ask the Kodak executives who experienced the Carousel branding pitch in Season One’s “The Wheel”).  And even though I am not old enough to have experienced working in 1962–or even living in 1962–I do find myself attracted to that period’s style and the appearance of a less-cluttered life.

Their worklife on the show feels less cluttered too, and there is something to be learned here.  When ECD Don Draper or another character is shown pitching to a client, whether it is Lucky Strike, Playtex, or Popsicle, the pitch always beautifully boils down to one key idea.  It’s Toasted.  It’s Marilyn and Jackie.  It’s a way to Share your Love.  The idea is the hero. This approach by the Mad Men writing staff of course serves their need to appeal to the viewing audience in a tight, dramatic fashion, especially when a vast portion of the viewership has little knowledge about how advertising is created. But it can also help remind those of us in the business that without a strategic idea that inspires and resonates, a campaign is dead, no matter how many new media and promotional executions one can pile on top of it in today’s uber-connected world.

Another significant strength of Mad Men is its use of theme.  Typically, several storylines involving different characters are advancing throughout the show, and at first seem unconnected.  But upon further reflection (often requiring a second viewing, at least for me), one will typically see that there are underlying themes being explored throughout the various storylines, such as fidelity, the societal role of 1960′s women, and discovery of one’s self.  These themes are often captured beautifully through symbolic episode titles.

The construction of these storylines and their common themes, all within the context of multi-episode story arcs is astounding, without forsaking the entertainment mission of television.  When discussing this aspect of the show with other fans, I typically find myself using the term “tight writing”, though this certainly doesn’t fully capture the achievement.

So too, should various channels and campaigns work together to support a common theme.  Advertising, promotions, public relations and an online presence should ultimately be built to advance the mission of the company and deliver upon the brand promise to its customer constituencies-though probably with lesser subtlety than the writing staff of Mad Men regularly employ.

Idea as hero.  Multiple parts moving tightly together to achieve a common goal.  These together are a strong marriage that will result in helping to connect people with brands.  And one that can serve all of us who work in marketing communications, no matter how Mad or not we are.