• by David Goetzl  @dgoetzl, July 2, 2008

In what marks a watershed for advertising in the ad business, JWT is launching a consumer-targeted effort. Agencies traditionally dabble in trade marketing, but the WPP entity will run a 10-second spot within the DVD set for AMC hit "Mad Men."

The deal with show producer Lionsgate calls for airing the quick-hitter at the beginning of the first disc in the four-disc collection of last summer's season one. The series focuses on agency life in 1960s New York.

JWT said the spot "highlights" its achievements over its 144-year history. The agency said it "recreates the words Mad Men with animated letters comprised entirely of letters taken from the logos of global JWT clients."

"JWT is honored to partner with Lionsgate on the first-ever consumer-facing advertising effort featuring an advertising agency," said Bob Jeffrey, JWT Worldwide Chairman and CEO. "Scandal and scotch aside, the Madison Avenue series reveals the rich history of our industry, bringing to life the professional and cultural heritage that JWT has been a part of for more than a century." The "Mad Men: Season One" DVD set includes all 13 episodes, including commentaries, packaged in a sleek metal Zippo lighter-style DVD case. The new season of "Mad Men" premieres July 27.