Read it here, or find it on C-6 in the Business Day. It’s just huge, this Season Two launch.

Okay, first nugget.

“People in the business are talking about it, gathering to watch it,” said Mary Warlick, chief executive at the One Club for Art and Copy, an organization in New York that honors creativity in advertising.


The club is presenting an exhibition intended to “bring back the real-life men and women” on whom “Mad Men” is based, Ms. Warlick said, like Mary Wells Lawrence, George Lois and David Ogilvy. The exhibition, at the Science, Industry and Business Library of the New York Public Library, runs from Tuesday through Sept. 26.

Emphasis mine. Cool as shit, right?

Much of the hoopla surrounding “Mad Men” is promoting either the DVDs or the start of the second season.
For example, Lionsgate is sponsoring the make-believe issue of Advertising Age, which comes out on Monday and takes the form of a 16-page ad section in the actual June 23 issue. The idea was the brainchild of Initiative, which is the Lionsgate media agency.

The ad supplement is designed to resemble how Advertising Age looked in 1960, when the first season of “Mad Men” is set. One highlight is an imaginary interview with the main character, a conflicted creative director named Don Draper. (Mr. Weiner provides his answers.)

“We worked very closely with Matthew Weiner on all of this so it has his touch,” said Anne Parducci, executive vice president for marketing at Lionsgate Home Entertainment in Santa Monica, Calif.

I cannot tell you how much I love that.

That is also why the maker of Zippo lighters, founded in 1932, became involved with the DVD release. Zippo supplied period lighters and advertising signs for the series, said Pat Grandy, marketing communications manager at the Zippo Manufacturing Company, to help convey how omnipresent smoking was in 1960.

That led Lionsgate to design a box for the DVD set shaped like a Zippo lighter. And that led Zippo to bring out two lighters with “Mad Men” logos, to be sold online and at the company headquarters in Bradford, Pa.

We knew the first part, we didn’t know the second part. More cool!

Another nod to history comes from JWT, part of the WPP Group, which is buying a 10-second commercial that appears on the first disc in the DVD set.

The spot uses letters from the logos of JWT clients to spell the words “Mad Men” and concludes, “Making brands famous since 1864” — when the agency was known, as it was in the “Mad Men” days, as J. Walter Thompson.

I used work for WPP. I feel very special.