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Poster and Video For Mad Men Season Three

Mad Men: Why Is Don Draper Drowning?

How do you advertise a show about advertising? That's what the folks at Mad Men are taking on as their campaign for season three kicks off this week. Yes, we're still waiting for new footage from the season, but for now, this new poster — and the story behind it — can serve as our hints for what's to come when the show returns Aug. 16.

Yes, that's Jon Hamm as Don Draper, sitting in his office in several inches of water. And it's no special effect: as revealed in the video after the jump, it's a whole set filled with actual water — which at one point reached up to Hamm's neck.

The theme of this season is meant to be change, and this poster image is the one that beat out a pile of other high-concept ideas (Don Draper on an ice floe? Don Draper getting sucked into a whirling black hole?). That said, the image — and the show's new tagline, "The World's Gone Mad" — don't reveal a whole lot of details about the new season. But they sure do give us a good jumping-off point for speculation.

So, let's speculate! Why is Don Draper drowning? To discuss, and check out the making-of-the-poster video, just



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