The Fog

"The Fog" is the fifth episode of the third season of the American television drama series Mad Men. The episode was written by Kater Gordon and directed by Phil Abraham. It was originally broadcast on September 13, 2009, on AMC. The employees of Sterling Cooper continue to contend with Lane's efforts to reduce spending. Pete Campbell encounters resistance when pitching a new marketing proposal to a client. Betty and Don welcome their third child into the world. Plot Don and Betty meet with Sally's teacher, Suzanne Farrell, to discuss Sally's recent acting out. When Betty admits that her father has just died, and Sally was very close with him, she is overcome with emotion and leaves. At Sterling Cooper, Pete continues to work harder than ever to compete with Ken's success as co-head of accounts. Pete discovers that Admiral, a television company whose sales have plateaued, are selling exceptionally well among African-American customers. He devises a plan for Admiral to buy up cheaper ad space in African-American publications to target them as a demographic, but the representatives from Admiral are deeply opposed to the idea. Roger, Bert and Lane scold Pete for angering the Admiral executives, but resignedly admit that Pete had the right idea, but the wrong client. Miss Farrell calls the Draper house late at night, supposedly to apologize for upsetting Betty, but she appears smitten with Don. Betty goes into labor and Don takes her to the hospital, where she is given heavy pain medication and hallucinates encounters with both of her parents as well as the recently assassinated civil rights leader Medgar Evers. In the waiting room, Don bonds over a liquor bottle with another expectant father, Dennis Hobart, who is deeply concerned for his wife and is afraid of her dying in childbirth and being unable to love his baby.