Don: When a man visits a website, he's looking for something more than code and images. He's looking for...himself. He's looking for something that makes him special. But a man is nothing if he feels lost in the vastness and anonymity of the internet.
Campbell: Where are you going with this, Draper?
Don: What if the ad existed on it's own separate window? A window that would just "pop-up," as if out of thin air? Like a lightbulb flashing above your head -
here it is. It's the answer to the question you didn't even know you were asking.
Campbell: But why wouldn't he just minimize or close the window? What's so special about it?
Don: It's not the window that's special, Campbell. It's the man who clicks it. In fact, the window isn't a window at all.
It's a mirror. It's a reflection of the man's specialness...his soul. It tells him that he's the one millionth visitor, and he's won a free iPod Shuffle.
Campbell: That's preposterous!
Don: Even if he isn't actually the one millionth visitor, he's still one in a million. He's unique, he's special. That's why the ad popped up. Because of
him. The pop-up ad is just for him, no one else. That's why he clicked it.
Campbell: But we can't just give away millions of iPod Shuffles!
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