Throughout Mad Men episode 7.10, The Forecast, Don is obsessed with thinking about the future. People’s aspirations, he finds, are all about advertising (Ted wants a pharmaceutical account, Peggy wants to be Creative Director). By episode 7.12, Lost Horizon, he’s done with that.
I was struck by one particular image. In the shot above, you can see Don working in his office, trying to come up with a forecast. But look at the upper left. The entire internet saw that shot and obsessed over the sombrero, but that’s not what I noticed.
Don’s awards are all more than ten years old: Clearly visible in the background, as Don works on the future: 1957, 1958, and 1959.