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According to the synopsis... "5G" is the fifth episode of Mad Men's first season, and marks the true turning point of the audience's complete understanding of Don Draper's identity. The past comes back to haunt him again in the form of Don's (alias 'Dick Whitman') brother Adam Whitman. Adam caught a glimpse of Don in the newspaper following his achievement of winning a Newkie Award for excellence in advertising."
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It was made up for the show.

Not sure if this can be used for this, but in Mad Men episode 5G Draper wins an award called the "nookie / nukie / new key / nuki" Is this a fake award made for the TV show, or something real? If real, does it have a webpage?