In the 2013 Season 6 episode “To Have and to Hold”, of the popular Mad Men television series, fictional character Don Draper pitches an advertising campaign to Heinz. Don’s bold idea for the ads was to not show the actual product – Heinz’ tomato ketchup, but to instead display appetizing foods that paired up nicely with ketchup, with the slogan, “Pass the Heinz.” Don explains, “The greatest thing you have working for you is not the photo you take or the picture you paint, it’s the imagination of the consumer. They have no budget, they have no time limit, and if you can get in that space you can run it all day”. Though the fictional Heinz executives end up passing on this innovative idea, the real Heinz team in 2017 ran the ad campaign to phenomenal success. Though there are three advertisements in the campaign, the focus of this essay is on analyzing the ad featuring a delectable heap of golden-brown French fries. By dissecting the novel use of absence in the ad, along with context, purpose, colors, and arrangement, we can create a formidable roadmap for both retaining and expanding market share...