Don Draper does it again in this powerful and emotional sales pitch to Kodak. Instead of pitching the benefits of renaming the Kodak “Wheel” the “Carousel,” Don tells a story, using the product to play on the emotions of the client.
Using his own family photos, Don explains that the Kodak Carousel is a time machine. It evokes nostalgia and remembrance for times past. Don shows photos of his children, his wedding, he and his wife embracing, smiling, and kissing. Not only does this give the appearance of how a customer would use this product, but it gives the client an insight into Don’s own life. They now know something personal about him, have personal connection with him, and view him differently as a family-man instead of just an advertising executive.
Don’s story is not simply about how his agency can sell more Carousels or overcome obstacles. Instead, the story he tells is his own. How he uses the product is how he plans to sell the product — personally, emotionally, and to each individual family. This method evokes an emotional response from his clients, which makes his agency stand out from many of the other meetings they have lined up for that day.
In this clip, Don is using a storytelling approach, as well as making a personal connection with his client. In some sense, this is a one-sided bonding and rapport. If any of the clients have children of their own, they may relate to Don and his family photos, making them feel more connected with him instead of other ad agencies who do not share personal information or relate on a deeper level.
Luke Owen 
Molly McCommons