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Fresh out of college in the summer of 1961, our protagonist, Happy, lands his first job at a small Connecticut advertising agency populated by a cast of endearing eccentrics. There's Sketchy Spear, the lovable, aging illustrator whose meticulous drawings of potato chips Happy regards as masterpieces; Tip Skikne, the quick-witted young copywriter always hunting for the next snappy slogan; Mimi Rakoff, the company's leathery, slack-breasted matriarch; and her slobbering great dane, Hamlet. Together, they struggle to hold on to their few clients and perhaps gain a new account. When Happy is tapped to design a newspaper ad recruiting participants for Stanley Milgram's notorious "Obedience to Authority" experiment, he can't resist responding to the ad himself. Little does he know, the experience will devastate him, forcing him to re-examine his past, his soul, and the nature of human cruelty--chiefly, his own.