Even the marketing for this season felt like a giant yawn. The photoshoots didn't have that fire and style for which they're known. Instead of convincing us to tune in, they seem to say, "Yeah, you're already watching. Here are some pretty people in pretty clothes, I guess." For a show about successful advertising executives, you'd think they would know how to put together a compelling campaign.
Maybe it's because the uniqueness is lost. The throwback styles felt so fresh during the first few seasons. However, oversaturation through marketing deals with the likes of Banana Republic made the seemingly singular style more commonplace. Add in the obvious copycats The Playboy Club and Pan Am, and you've crowded the market faster than you can make a martini.
But the veneer has also worn off of Don Draper. The closer we get to him, the less interesting he becomes. There is something beautifully poetic about a man completely changing his identity and making his living off of lies; there's something pathetic about the same man devolving into a depressed alcoholic who pukes at funerals. While Don's unraveling should make him more human and, thus, compelling, it merely distances him more from the other characters and from the audience. It's not that Don changes over time; the problem is that Don doesn't change, even when all of the people around him are racing toward new ideas.
For a show centered on Don, the real success lies in the ensemble cast. I know that the world is obsessed with Jon Hamm's old school good looks and his giant, well, Jon Hamm, but let's look to the other characters for a moment. Peggy stole the episode with her new job at a rival firm. She demonstrated the difficulty of balancing work with relationships, pleasing a client, having huge responsibilities, and being a boss for the first time. Her humanity makes her an excellent foil to Don, but without them interacting, she becomes more compelling while Don just flounders. Roger, too, has become overtly vulnerable for the first time with the passing of his mother. Although he has been sensitive in limited circumstances before, he has never been such a raw nerve as he was after losing the boundless support of his mother. No longer can he be flippant and casual about interpersonal relationships -- he is a spoiled man who has finally discovered impermanence, and his vulnerability makes him more desirable to watch.
Mad Men has always been a show about people and ideas, not about things happening. While the first episode of the season was, frankly, boring, I do have faith that things will turn around (unlike Don). If they don't, well, I'll have to finally admit that my boyfriend was right all along.