It took 18 months for Mad Men to return for its long-awaited fifth season but only a few days for the critically acclaimed show to get into hot water. Family members of 9/11 victims are decrying a new phase of the show’s minimalist marketing imagery, reports the New York Times. The ads, which echo the show’s opening credits, show a man (protagonist Don Draper) falling into a white void. They have appeared in subways and on buses since mid-January, but a new series just recently began appearing on highly position billboards and building facades around New York City, prompting cries of insensitivity.