I got my hopes up on this, but looking at the rulesets (
http://linux.die.net/man/8/udev) I don't see one that allows you to specify a new MAC address the same way you can change the name. The best thing I could find was PROGRAM which allows you to run a program on a match.
So I made a rule like so:
# PCI device 0x8086:0x4222 (iwl3945)
SUBSYSTEM=="net", ACTION=="add", DRIVERS=="?*", ATTR{address}=="00:18:de:5b:6a:91", ATTR{dev_id}=="0x0", ATTR{type}=="1", KERNEL=="wlan*", NAME="wlan2", PROGRAM=="/etc/init.d/changemac"
But it doesn't have the intended result of changing my mac. Any other ideas?