To launch the show Mad Men, a show about the racist, homophobic, misogynist 
world of advertising in the sixties, we created a fake advertising agency founded 
on these principles. 

In a haze of cigar smoke and expensive whiskey, we took premises on the 28th 
floor of the PriceWaterhouse Building, one of the most high-profile offices in 
Auckland. 

Over the month prior to the launch of the show, Mitchell and Dyer (aka MAD) 
released horrifically prejudiced press releases, job listings, and eventually 
billboards and press ads - which inevitably caused controversy and got major 
press coverage. 

 

The scam was so convincing that most of the industry - including 95% of our 
agency were unaware it was a hoax and thought that MAD was for real. 
The truth was revealed at the official launch party – at a strip club. 
The billboards were rebranded for Mad Men soon after.