Upon reflection, I wonder how accurately "The Crash" reflected how real creatives would react to a client like Chevy. It seems to me the bottom line everybody would remember, but in "The Crash" only Cutler remembered, is that Chevy was paying them a shitload. Chevy's a car and apparently car guys are known for being animals in the ad world. So they knew this. Then there's the reality that Chevy has a schedule, and protocol, and so what creative does isn't really going to impact how Chevy does something. Chevy's still going to grind the ideas through the process until it's time to green light an ad. They're Chevy. From the client end, it's totally possible that the guys on the client end need to justify the huge amount they're paying the ad agency by making the ad agency jump through hoops - deliver a million options, meet a bunch of schedules, have the dedicated account guy take a lot of meetings with them.
Don's been in the business a long time and if I'm right, it seems to me that running around trying to find "the" perfect ad is beside the point. Chevy isn't really looking for the perfect ad. It's more about how they do business. So, the new ad agency has a lot of talent. All they need to do is for the copywriters and art to generate enough stuff for Kenny to present to the client - all of it valid, but none of it presented with the real expectation that it's going to get a green light from Chevy, because Chevy's process isn't set up for it to be convinced by a "great idea". Ken made that pretty clear.
So I don't understand, basically, why creative didn't just calmly cook up whatever would pass muster for the "packet" Chevy was expecting on Tuesday, instead of frantically searching - or acting like they were frantically searching - for the "open sesame" pitch. It's all the same to Chevy - as their process was described they'd treat a great idea like a mediocre idea. I know Weiner wanted Don to really be trying to "pitch" Sylvia, but from a business point of view, if you've got a client paying enormous amounts of money, and it's clear what the client is looking for is quantity at this stage, with quality semi-irrelevent, you'd be realistic about it and count your lucky stars.