The opening scenes of the Season 5 premiere of Mad Men, set in 1966, depicted a sort of knucklehead-racism at work, when young men from the advertising agency Young & Rubicam dropped bags filled with water on protesters picketing on the Madison Avenue sidewalk below. Wet and angry, several protesters came upstairs to demand to know who at the firm had dropped the water bombs.
One protester said in disgust, And they call us savages.
Some critics found the scene, broadcast on Sunday, a bit too on-the-nose. Its a terrible line that should have been red-penciled, wrote Matt Zoller Seitz for New York magazine. Mike Hale of The New York Times called it unfortunately ham-handed.
But no writer is to blame.
Everything in the scene really happened, written almost verbatim from an article on Page 1 of The Times on May 28, 1966.
Poverty Pickets Get Paper-Bag Dousing on Madison Avenue, the headline read. The article described more than 300 people picketing the Office of Economic Opportunity, between East 40th and 41st Streets, the day before, chanting, O-E-O, weve got the poverty, wheres the dough? Executives upstairs at Young & Rubicam, half a block from the building, shouted at the protesters, and hung up signs saying If you want money, get yourself a job.
And then, the article said: A container of water was pitched out of one of the windows of the building, splashing two spectators. Later, two demonstrators were hit by water-filled paper bags thrown from the building.
A 9-year-old boy was struck. Several women in the protest, including the boys mother, hurried up to the advertising agencys sixth-floor offices and confronted a secretary about the water throwing.
This is the executive floor, the secretary said. Thats utterly ridiculous.
Dont you call us ridiculous, a protester shouted. Is this what Madison Avenue represents?
And they call us savages, a protester named Vivian Harris said.