Cultural critic Thomas Frank argues that the counterculture of the 1960s and the advertising industry were not opponents but partners in a shared revolution against the conformist consumer culture of the 1950s. Drawing on extensive research into advertising agency records and men's fashion industry archives, he shows that Madison Avenue was celebrating rebellion, creativity, and nonconformity before hippies made these values visible. The 'creative revolution' in advertising paralleled and even anticipated countercultural themes, suggesting that consumer capitalism's genius lies in its ability to absorb and profit from opposition. Frank traces how the young creatives who transformed advertising saw themselves as rebels against the organization men they replaced, using irony and irreverence in ways that would become standard practice. The book examines the men's clothing industry, where manufacturers embraced 'peacock revolution' styling that rejected gray flannel conformity. Frank's analysis challenges the usual narrative of corporate co-optation, suggesting instead that business and counterculture shared premises about the deadening effects of bureaucratic conformity. For anyone interested in the 1960s, advertising history, or how capitalism metabolizes its critics, this book offers provocative revision of familiar stories.