Advertising agencies are rarely inventive when advertising themselves. But this is a breath of fresh air from Chemistry in Dublin.

Although they weren't the originators of the idea - that came from RTE who created a competition to win free media space in the form of bumpers around the cult TV series 'Mad Men'.

The real surprise is that no agency's ever done this before.

Good scripts + great archive material + self-deprecation = a winning combination.

I hope it brings them some new clients!