Christmas Comes But Once a Year (Mad Men)
|"Christmas Comes But Once a Year"|
|Mad Men episode|
|Episode no.||Season 4
|Directed by||Michael Uppendahl|
|Written by||Tracy McMillan
|Original air date||August 1, 2010|
"Christmas Comes But Once a Year" is the second episode of the fourth season of the American television drama series Mad Men, and the 41st overall episode of the series. It was written by series creator and executive producer Matthew Weiner and Tracy McMillan, and directed by Michael Uppendahl. It originally aired on the AMC channel in the United States on August 1, 2010.
The episode opens in December 1964, as the newly opened advertising agency is hosting a Christmas party. As the company faces financial problems because of its limited client base and expensive new office space, Don Draper's private life becomes ever more chaotic. Critical reception of the episode was positive.
Sterling Cooper Draper Pryce is planning a scaled-down Christmas party, but when Lee Garner, Jr., of the vital client Lucky Strike, invites himself to the event, the company has to go all out. The evening ends up with Garner's getting drunk and publicly humiliating Roger Sterling. A more hopeful occurrence is the return of a sobered-up Freddy Rumsen, who brings along Pond's, a valuable new client.
Don Draper's life continues to unravel, as Dr. Faye Miller - a female psychologist from a hired consumer research company - brings to light his issues with his own past. An encounter with Phoebe - a young nurse from across the hall - leads nowhere, but he later ends up getting intimate with his secretary Allison, which leads to awkwardness in the workplace.
Peggy Olson is initially happy about Freddy's return but finds working with him difficult, due to his dated attitudes toward advertising and toward women. She has also come to an impasse in her relationship with her boyfriend Mark. After Freddy counsels her that a man won't respect (or by implication, marry) a woman who sleeps with him out of wedlock, but not sleeping with a man gives painful "blue balls", Peggy agrees to sleep with Mark. Meanwhile, Don's daughter Sally is having problems accepting her father's absence, especially during the Christmas season. Glen Bishop, the neighbor's boy, has taken an unhealthy interest in Sally and ends up vandalizing the Francis residence.
The title "Christmas Comes But Once a Year" is from the title of an original Stan Freberg song mocking the advertising industry on his 1958 comedy single, "Green Christmas" (Freberg's title is borrowed from the 1936 animated short of the same name).
The episode was written by executive producer Matthew Weiner, who has written a number of episodes, and Tracy McMillan. It was directed by Michael Uppendahl, who had directed three previous episodes of the series. The episode also saw the return of Joel Murray in the role of Freddy Rumsen, for the first time since the season two episode "Six Month Leave".
After the season premiere episode "Public Relations", series creator Matthew Weiner was displeased about the amount of disclosure that occurred before the episode aired, through the release of promotional clips. Consequently, the amount of information revealed about the second episode was severely reduced. Pond's Cold Cream, the account brought in by Rumsen, is a real-life product by Unilever. This product placement was not meant to promote Pond's itself but was intended as a tie-in for a commercial for Dove soap, another Unilever product. This commercial featured actors reminiscent of the characters from the show and ran during a commercial break of the episode's original screening. The deal between Unilever and AMC included six different spots, for six different products, running over the course of the season.
During the Christmas party, references are made to the Civil Rights Act of 1964. This piece of legislation was enacted on July 2, 1964 by the administration of Lyndon B. Johnson, who was elected president in his own right in November that year.
"Christmas Comes But Once a Year" had a total of 2.473 million viewers, and a 0.8 share of adults between 18 and 49. This was a drop from the season premiere, which had a viewership of 2.918 and a 0.9 share. The second episode aired directly after the premiere of AMC's third original series (after Mad Men and Breaking Bad), Rubicon, which was the station's most-watched original series premiere ever, with two million viewers.
The fourth season of Mad Men opened to universal acclaim from critics, gaining a score of 92 out of 100 on the review aggregation site Metacritic. Reviews for the second episode were positive, although somewhat more muted. James Poniewozik at Time appreciated the return of several characters that had been absent for a while, particularly Marten Weiner (Matthew Weiner's son) in the role of Glen. Moira Macdonald, writing for The Seattle Times, found it "not an entirely satisfying episode", though she enjoyed little details, such as the subtle development of the relationship between Don and Peggy. In the same vein William Bradley, writing for The Huffington Post, considered the episode good, "but not one of the classics, and a step back from the season premiere." Bradley warned against reading too much into Don Draper's decline, reminding readers that Weiner "likes to toy with expectations."
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