Welcome to the glamorous, smokey world of the Mad Men - advertising executives who work on Madison Avenue, in an industry that sells dreams. Don Draper is top of his game, but there are people who want his job and having to sell cigarettes when a new medical report about their dangers has just been released doesn't make it any easier.

Don has to find the answer to the question of what women want, and find it quickly. Betty consults a specialist about her health issues, and Don is pressured to help with Nixon's presidential campaign.

When Pete returns from honeymoon how will Peggy react? Don gets closer to Rachel and is troubled by a chance encounter on a train. Also, there's a party for Don's daughter, and the wives are feeling threatened by the new girl.

Don teaches Pete a lesson when he oversteps his authority while dealing with a valuable client. At home, Pete is pressured by his new bride to buy their own apartment unit, and Betty has a strange babysitting experience.

Don's past catches up to him after he wins an award and his picture is put in a prominent industry periodical; Ken makes his colleagues jealous when his short story is published in a national magazine; Peggy learns Don's secret.

Adultery is the new fashion at the agency - the ladies try on lipstick while their husbands dally. Meanwhile, Peggy's ideas get noticed during a pitch meeting and her future begins to look more promising, and Don asks Rachel's advice about an ad campaign.