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In the television series Mad Men, the action takes place in the 1960s, initially at the fictitious advertising agency Sterling Cooper on Madison Avenue in New York City, and later at the newly formed firm, Sterling Cooper Draper Pryce, which is located nearby in the Time-Life Building at 1271 Avenue of the Americas. Both of these businesses are named after fictional characters. According to the pilot for the program, the word "crazy guys" was a slang term that was coined in the 1950s by advertisements working on Madison Avenue to refer to themselves. This was done in reference to the show's main characters. Don Draper, who is the creative director at Sterling Cooper and a founding partner at Sterling Cooper Draper Pryce, as well as the people in his life, both in and outside of work, serve as the primary focal points of the series. Sterling Cooper Draper Pryce also serves as a central location. The storyline centers on the operations of the agencies as well as the personal lives of the protagonists, and it depicts in a consistent manner the shifting attitudes and social mores that prevailed in the United States during the 1960s.