Famed (and fictional) advertiser Don Draper once said of his profession: "The greatest thing you have working for you is not the photo you take or the picture you paint. It's the imagination of the consumer. They have no budget. They have no time limit. And if you can get into that space, your ad can run all day."
To accomplish that, Heinz has decided to use the exact ads Don was pitching on Mad Men when he waxed this line—to fictional reps for Heinz's ketchup department.
In the show, the pitch failed (doubly so: pitching to Heinz ketchup pissed Heinz baked beans off enough to get them fired from that account). But it's an undeniably great idea.
A Kraft Heinz press release—complete with an "About" section for Sterling Cooper Draper Pryce, at one point the title of Don's ever-changing company—announced an advertising campaign that'll feature the very same ketchup-selling ads that appeared in the episode "To Have and to Hold" of the hit AMC show that ran from 2007 to 2015.
"The 'Pass the Heinz” campaign, created by Don Draper, has been 50 years in the making, but it’s as timeless today as it was when it was first presented," the release read. "Don (or Mr. Draper?) understood the one key thing every Heinz fan knows: Never settle for the foods you love without the great taste of Heinz. ... The 'Pass the Heinz' campaign will be brought to life in New York City through traditional print ads and outdoor billboards."
One has already popped up in Times Square.
Which is a great way to make sure people who actually live in New York City don't see it.