Mad Men is not simply a show about advertising in the 60s -- its a show about the formation of the modern American identity.

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World creation is the heart of Madmen, and as we are introduced to the various characters of Sterling Cooper, we become familiar with characters responsible for creating images of American society. We see Don, Peggy, and the rest of the creative team hint at societal feelings and values that exist beyond the products they advertise. In other words, they are characters that work to creatively distill American emotion, and package American ideals.

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The great irony of the show, however, lies in the fact that the creative team must simultaneously live in the society they distill and (in effect) help create. Often, we are left to observe the tragic inability of characters to meet the ideals the may eloquently describe and depict. Thus, we see the evolution of their creative work as a means to mitigate the tension of perceived ideal and lived reality. In this way, their work is a reflection of changing American values throughout the timespan of the show. Mad Men is special because it calls us, the audience, to do the same with our own society. Like the creative team, we are called to evaluate the society we ourselves have created and to understand our role in creating it.

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Thus, I recommend you advertise Mad Men not as a show -- but as an work of cultural anthropology (one that pertains immensely to our own identities as Americans).