Mad Men musings on creativity as a commodityPosted: Monday, October 11, 2010
Among the meticulous historical details, brilliantly gripping story lines, and the spot-on commentary on America then and now, Matthew Weiner’s 1960s-set Mad Men is really a paean to the age-old battle of creativity vs. business, and how those concepts sometimes fit, sometimes don’t in America, yes, then and now.
Obviously, if you enjoy eating and having a roof over your head, you can write and paint as much as you like, but you still need to turn the heat on in the winter.
Still, the lament is that creativity always seems to still get the short shrift — even when creativity is what you are selling — often by devaluing the workers who produce it (through low salaries, under-staffing, or merely a general lack of creative freedom).
Don Draper, the ad man who keeps his firm in business through his much-sought-after creativity, is a proxy for the artist whose work is bought and sold, but whose creativity derives its business value through bringing in money. It’s not art for art’s sake, a point obviously made clear in that he’s in advertising, and not a starving artist. But he is an artist nonetheless, and though not a poet or painter, it’s a point worth noting.
“I want to work,” Don says in last year’s season finale, as he learns his firm is being sold to a larger corporation with even larger eyes on the bottom line (and, presumably, less on the creative aspects of the finished product, except, again, as a commodity). I commented on nymag.com‘s recap of the finale, and I wondered if that episode, and the entire series for that matter, expressed Weiner’s feelings about creative workers, including writers like himself. Don wants to create something — yes, a new firm, but he also wants to create new ads. It’s how he gains his self-meaning in the world. It brings him material gains, and it brought him a wife, kids, and house with a white picket fence — all those things that people expect to see. Don wants the freedom to create ads, and running his own agency will bring that as he railed (in that finale) about accountants wanting to turn a dollar into $1.10.
As much as it is about social change 45 years ago, Weiner’s show is as much about the search for creative freedom (for himself personally as a television writer and creator, but also for all creative types at large). But without being able to turn that $1 into $1.10, Don would be without his own firm and lose that creative freedom he so needs. Mad Men portrays that duality, nicely in a 1965 skin.
Tonight, in this season’s penultimate episode, as they further learn of the dire financial straits their new firm is in, Peggy asks Don, what are they going to do?
“We’re going to sit at our desks and keep typing while the walls fall down around us, because we’re creative — the least important most important thing there is.”
It’s not a new question: is creativity merely another commodity? Holding a mirror to society to reflect back what you see — it may give viewers greater understanding of the world, but how do you support a family on that? Don’s ex-fling Midge makes a guest appearance in this episode as a struggling artist and heroin addict — does her art have value to her beyond its ability to bring her money to further fuel her habit? Or does it inspire Don to continue the strategy laid out for him in the first episode of this season — to promote and sell himself (and his agency) in order to have creative freedom? Is that inspiration worth the $120 (in 1965 dollars) Don pays for it? Should we even put a dollar amount on it? But isn’t that what you do if you graduate college with a degree in English, Fine Art, Drama, and so on? If your degree can’t help you get a job (and thus earn money), is such a degree valuable merely through its intrinsic value?
Perhaps it is the least important most important thing there is. How do you eat off of that, and is it crass to even ask the question? Or is linking the two concepts mutually necessary?