As Don Draper calles the shots in the boardroom, and the bedroom, he struggles to stay ahead of the rapidly changing times.
Don Draper is reluctant to talk about his past, or his childhood, whether with his wife Betty or his boss Roger Sterling. Joan Holloway teaches Peggy Olsen how to wrangle a free lunch out of some of the ad men. Roger Sterling raises the issue of working for the upcoming Nixon presidential campaign and while Don doesn't have much enthusiasm, senior partner Bert Cooper insists that they will go ahead and orders Don to put a team together. The creative team has to come up with an ad campaign for a new deodorant in an aerosol spray can. Sally Draper's doctor recommends that she see a psychiatrist.
Pete Campbell returns from his honeymoon with tall tales and a big grin on his face. He does tell Peggy Olson that their fling before his marriage was for one night only. Don Draper runs into an old army buddy who knows him under the name of Dick Whitman. He also takes a tour of Rachel Menken's store but in a private moment, their mutual attraction becomes evident. The Drapers have friends over for their daughter's birthday party, including the divorcée who lives down the street. Don however is obviously unhappy with his lot in life and seems to be carrying a burden that is not apparent.
Pete Campbell oversteps the mark when he pitches an idea for ad campaign to the head of Bethlehem Steel without telling Don Draper. Draper wants him fired but learns a lesson in corporate politics. Pete's wife wants to buy a Manhattan apartment but he has to approach his cold and distant parents for a loan. Pete's in-laws, however, are more forthcoming.
Don Draper is shaken when his past life comes back to haunt him. After his picture appears in a local newspaper, Adam Whitman, a man who claims to be his younger brother, approaches him. Don, or Dick as his brother knows him, initially denies everything but in the end admits to having taken on a new name. He refuses however to have anything to do with him and tries to buy his silence. When one of the ad men gets a short story published, Pete Campbell is frustrated that his own stories have yet to see the light of day. When his wife approaches an old beau to see if he will publish the stories, he has an interesting proposition for her.
The Agency is looking to land an advertising contract to promote tourism to Israel. Don and his team try to come up with a theme but know so little about the country they're stumped so Don calls Rachel Menken to see if she has any ideas. Roger Sterling is getting tired of sneaking around with Joan Holloway and suggests she should her own apartment but she knows better. Peggy comes up with an advertising concept during a testing session for a new line of lipsticks and she's subsequently asks to write copy.
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