It’s a cycle of renewal, and as Don listens to the meditation leader’s mantras on the topic of newness, he smiles because he’s coming to terms with that cycle. It’s Don’s lot to plunge deep into the fears that plague the American psyche, experiencing broad-based ennui on a personal level. Once he understands these essential anxieties, he infuses his advertising with hopes that counteract them. He markets these new dreams until they, too, reveal their inadequacies, and the cycle restarts. That’s why Don loves beginnings: Fantasies are believable in the beginning. Then they lose their sheen.


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