New Amsterdam- Bethlehem Steel

In this episode The Bethlehem Steel story line brings about an important life issue. Everyone takes for granted what they have. This episode puts Pete and Don’s rivalry into a whole new light. Pete and his wife just bought a new apartment, that they didn’t even have to pay for and he’s not happy. He wants his wife, his free apartment, to be an account executive, and to be a copy writer.

Bethlehem Steel- We take for granted what we have, buildings are made of steel, it’s not something that you can work around. Once an architect decides that a building will be X height, using steel is the only option. Don wants to use full page ads in targeted markets, newspapers, trade publications throw in a few billboards so their employees can brag to their girlfriends. The idea, the sentiment, you feel like you already know it you just haven’t thought of it lately… cities are made of steel- Bethlehem steel. 

The idea is well thought, the person seeing the ads will feel like they are tailored for them. But the executive has other ideas: “your making our company look like a middle man for another product.” He has a point too, what if people view the ad’s as more of a travel incentive instead of an ad for the raw materials.

Don makes the border-line rude comment, "Would you rather a beam on a plate with a slab of butter on it?" Not only has Pete not prepared this client to like his idea, but this was what the client asked for just three months ago! Steel is not something you can buy at the supermarket, the campaign can not be designed as if its a loaf of bread.

Later that night, after Pete and Trudy are handed $30,000 with a silver spoon, Don is at home pondering how to change this ad without changing his vision. While Don is busy trying to salvage the client relationship as well as his creative ideas, Pete is out on the town with Walt pitching his own agenda.

Pete over-steps and pitches copy while out with Walt. He does this after his in-laws offer him and Trudy the money for their new apartment. In order to feel like a man in his life he has to make Don feel like a child.

Don changes the ad to, New York, oh little town of Bethlehem. It achieves the same goal but the word play makes it more about Bethlehem. From the acorn that is Bethlehem Steel come’s America’s great cities. But now Walt is only interested in Pete’s backbone idea. No matter what Don pitches to this man, it’s not going to matter anymore because Pete has readied him for an idea that isn’t being presented to him.

In the end the ad ends up being "Bethlehem Steel, the backbone of America". Thanks I guess Mr.Campbell...