Peggy Olson on musical star Ann-Margret: "Let's assume we can get a girl who can match Ann-Margret's ability to be 25 and act 14."

Bitter much? I don't blame her. The latest episode of Mad Men opens with a musical number from the 1963 film version of Bye, Bye Birdie in which a wide-eyed Ann-Margret flirts shamelessly with the camera while Sterling Cooper's male members look on, enraptured. The occasion for the screening: Inspiration for a new ad campaign for "Patio,", a Tab-like soft drink that will later become Diet Pepsi and is meant to keep 60s ladies looking svelte and feeling sexy. When Peggy expresses disdain for the idea, she is quickly shot down by the men, who have not quite shaken off the shiver that went up their legs minutes prior. (Shorter Ken Cosgrove: You may be skinny again, and therefore attractive, but your opinion still means shit.)

The focus on women's weight turns out to be a recurring theme. Back in the Draper household, Don chastises Betty over the missing melba toast - "Jesus, Bets. Have some oatmeal. That baby is going to weigh a ton." - and the first thing out of Joan Holloway's mouth later that day is praise for Betty's baby-bump. ("Other than Wilma Flintstone, I haven't seen someone carry so well." A few minutes later, Roger Sterling weighs in: "Oh look, Princess Grace just swallowed a basketball.")

Uh, thanks?