On "Mad Men," the Don Draper character has said it tersely, exasperatedly and tiredly.
Now a popular new online video has edited together all the times Golden Globe-winning actor Jon Hamm has said "What?" on the AMC show. More than 117,000 viewers have watched the clip on YouTube.
The video description claims Draper uses the word "as Van Gogh used color or Beethoven used sound."
Hamm's ad executive character has said "What?" at least 46 times with assorted inflections and variedly arched eyebrows. For Hamm's often cutting ad executive, "What?" is often his sharpest verbal sword.
The video is reminiscent of an earlier online hit that assembled all of David Caruso's opening one-liners on "CSI: Miami." Nearly 5 million viewers have seen that video since it was posted in 2006.