Bert Cooper, Four Words: "Mr. Campbell, who cares?"
In true Magnificent Bastard fashion, Bert Cooper has another CMOA that's a complete reversal of the "Who cares?" moment noted above, when he oh so subtly blackmails Don into signing the contract he'd earlier bragged about not having. "Would you say I know something about you, Don? When it comes down to it, who's really signing this contract?" Just to put that in perspective, it means that Cooper took the information Pete gave him in season one and filed it away for nearly three years, saving it for when he actually needed to use it. This is what separates the Magnificent Bastards like Bert from the Smug Snakes like Pete.
Not bad for a guy whose balls were cut off in an unnecessary surgery years before as we learn in ''The Suitcase".
Cooper had previously used this on Don in "The Gold Violin", when he wanted Don to join the board of a new museum. It was nothing like as awesome as the aforementioned moment, though.
Don does it again in the season 2 finale. His agency rival "Duck" has engineered the sale of Sterling-Cooper to a British ad company, a move that has left Duck as the new president of the agency. He tells Don that he has two choices now: either knuckle under to Duck, or find a job outside of advertising since he would have a non-compete clause in his contract. Don waits just a perfect beat, and drops the bomb: "Duck, I don't HAVE a contract."
Campbell vs. Cosgrove, both being assigned the same position. Blue-blood vs. red-blood.
Betty finally shows she has balls and confronts her husband about his past life. "You know I know what's in there".
Pretty much the entirety of "Shut the Door, Have a Seat," with the exception of the Don and Betty scenes
St. John: You're fired. You're fired for costing this company millions of pounds! You're fired for insubordination! You are FIRED FOR A COMPLETE LACK OF MORAL CHARACTER!
Pryce: Very good. Happy Christmas!
"Joan. What a good idea."
" Hello, Sterling Cooper Draper Pryce, how may I help you?"
Don't forget, "Peggy, get me coffee." "No."
Peggy tells Don off when he assumes she'll leave with him for the new agency.
"When it comes down to it, who's really signing this contract anyway?"
Joan clocking her rapist husband Greg upside the head with a vase.
Don's Kansas City Shuffle to get a rival ad agency to bankrupt themselves and ruin their relationship with Honda.
Don ripping his button down shirt off when he thinks he's having a heart attack. Ok, maybe Jon Hamm should be Superman.
Dr. Miller becoming one of the few women on the show to see Don for what he is and turn down one of his come-ons.
Peggy getting "liberated" in "Waldorf Stories" and winning a game of strip-chicken with Rizzo. Balls. Of. Steel.
Peggy calling out Don after his post-Clio drunken binge.
Don's full page letter in the New York Times, venomously condemning big tobacco for the death merchants they are, followed by listing all the agencies who will still work with them. Now that's how you change with the times.
Faye calling Don out on only liking "the beginnings of things."
Ken's refusal to use his future father-in-law to create more business for Sterling Cooper Draper Price.
"I'm not Campbell."
The agency later goes after the business anyways, but Roger personally visits Ken after-hours, lets him know that all he has to do is sit out and not interact at all, and they'll still respect his position. Oh, and Ken bargains to keep Pete Campbell off the account (which Roger wholeheartedly agrees to). "As you were."
Carla and Glen have theirs in "Tomorrowland" when Betty fires Carla for allowing Glen in the house to see Sally. Glen tells Betty she just wants to spread her unhappiness unto other people and Carla classily calls Betty out for being a bad mother.
Pete closing the deal with Mohawk, and rubbing it in Roger's face after Roger had kept trying to horn in on the deal.
Peggy effectively shaking Roger down for $400 in spite of the fact that he can fire her.
Don responding to his subconscious' attempt to get him to cheat on Megan with lethal force. It's horrifying in context though.
Joan telling Greg to leave and never come back, followed by her finally calling him out for raping her.
Lane beating the crap out of Pete in a fair fist fight.
Cooper telling Don that his "love leave" is over.
Don: It's none of your business.
Cooper: This is my business.
Don and Megan saving the Heinz account at the last minute.
Megan's dad, Dr. Emil Calvet a Marxist professor and writer needling Pete at the awards dinner about what he does all day at SDCP. Pete then tells Calvet what a literary trailblazer he is and that the world would be better off knowing about his work and Calvet is flattered. Pete then says "That Emil, is what I do every day!" After realizing he's been fooled Calvet can't help but laugh.
Don and Peggy having an argument at the Cool Whip testing place and Peggy telling Don to shut up.
Don expertly parrying Betty's attempt to turn Sally against him with his true past, followed by Sally pointedly letting her know how much she failed.
Megan gets one in the same episode as well when Sally confronted her with what Betty told her. This troper found it so cool that Megan didn't badmouth Betty directly to Sally or the kids, even though she probably wanted to strangle Betty, yet told Sally "I'm your friend." More later when she stops Don from calling Betty to complain, telling him that it would be giving Betty the attention and drama she was craving.
Don giving a Rousing Speech to the SDCP employees to work hard during the Christmas season to get the Jaguar account.
After being taken for granted by Don again, Peggy quits for a higher paying job at another agency and says goodbye to him ("Don't be a stranger.") She takes one final look at the SDCP offices and smiles before stepping into the elevator as the Kinks "You Really Got Me" plays on the soundtrack.
In "Fees and Commissions" Don and Roger go to Dow Chemical to meet the execs headed by Ed Baxter (Ray Wise), the same man who told him at the American Lung Association awards that companies no longer trust Don because of the letter he wrote to the New York Times attacking tobacco companies. Don makes the case that SDCP is the ad agency that can take Dow to even greater success:
Ed: But it doesn’t change the fact that we’re happy with our agency. Don: Are you? You’re happy with 50 percent? You’re on top and you don’t have enough. You’re happy because you’re successful…for now. But what is happiness? It’s a moment before you need more happiness. I won’t settle for 50 percent of anything. I want 100 percent. You’re happy with your agency? You’re not happy with anything. You don’t want most of it…you want all of it. And I won’t stop until you get all of it.
Toward the end of "The Phantom", Pete calls Howard out for being the horrible person that he is and attempts to beat the crap out of him. The cop who breaks up the fight gets one himself for not putting up with Pete's ego and throwing him off the train.
In "Phantom" the shot of the five SDCP partners Don, Roger, Bert, Pete, and now Joan inspecting the empty new floor they plan to lease above their current office with Joan in the center. The very same Joan who opened the season with being worried that she would be fired while on maternity leave is now in control of the agency.
The season finale montage, with a preciously rare cliffhanger, in pure Mad Men style suggesting so many things without actually saying'em. The implication being that "Don Draper is back", a la James Bond, with the music from You Only Live Twice no less.
Excuse me, my friend down there was wondering, are you alone? (Don takes an enigmatic look, fade to black)
Joan encountering Herb Rennet, the man she had to sleep with to get SCDP the Jaguar account.
Herb: I know there's a part of you that's glad to see me. Joan: And I know there's a part of you you haven't seen in years.
"This is how it's going to work. I'm going to draw a 50 mile radius around this house & if you so much as open your fly to urinate I will destroy you."
Roger saving the day after Don loses the Jaguar account without knowing Pete, Joan and Cooper were planning to take the company go public, by getting a meeting with General Motors.
Don coming up with the idea to merge with Ted Chagaugh's agency so they can have a shot at the GM account.
Joan's "The Reason You Suck" Speech to Don after he deliberately loses the Jaguar account, which she had to prostitute herself for the agency to get, and calling him out on his selfishness.
Don: Joan, don't worry. I will win this! Joan:Just once I would like you to use the word "we". Because we're all rooting for you from the sidelines hoping you'll decide whatever you think is right for our lives.