amc. people forget amc stood for american movie classics. then suddenly they figure out, let's stop paying for these other movies, let's make our own content. >> i was called in 2005 to come in and meet with the head of amc, because they were looking to do scripted programming for the first time. a manager said, oh, i have this great script set in the advertising world in new york. it's been around for eight years. and nobody's bought it. everybody's passed. >> advertising is based on one thing. happiness. >> don draper is a master of the universe ad executive in early 1960s manhattan. but he's actually secretly a man named don whitman.