On My Radar: Jasmine ‘Mac’ McCullough

What the most creative advertising idea you've seen recently?

This is dated by a couple of years, but I think the McDonald's Celebrity Meals was genius. People flooded McDonald's to order items that have been on the menu for years. They found a way to make the same product feel new and fresh. If that isn't creative advertising at its best, then I don't know what is. 

What website(s) do you use most regularly?

Yelp, because I'm one of those people that likes to read thorough reviews and investigate the entire menu before I step foot in a restaurant. And, IMDb, because I am the queen of pausing a movie or TV show to figure out, "Where have I seen that actor before?" (and I promise you, I will only continue watching once I find out).

What's the most recent piece of tech that you've bought?

I got a self-cleaning litter-box for my cat. I told myself it was a present to her, for her birthday… but it was definitely for me.  

What product could you not live without?

My phone. My whole life is in there! 

What's the best film you've seen over the last year? 

Everything Everywhere All at Once. Easily some of the best editing I've seen in a very long time.

What film do you think everyone should have seen?

Barbarian. I'm not usually a huge fan of the horror genre. Either the horror falls flat and ends up feeling campy, or it's so terrifying that I have to turn it off. But Barbarian was such a fun mix between comedy and horror. I loved the balance of the film, and the twists and turns didn't feel predictable. It was one of the best horror films I've seen in a very long time.

What's your preferred social media platform?

I'm a true millennial; Instagram is probably the one I use most frequently. There are a lot of exciting things coming out of TikTok, but that algorithm is too dangerous for me and my free time at the moment. 

What's your favourite TV show?

Ensemble dramas: Succession. The writing and acting are absolutely incredible! I haven't seen such a strong ensemble cast in a long time. It's dramatic, it's funny, it's of the time, and wonderfully unpredictable. It's also absolutely infuriating if you're caught up. That's what great television is all about. (Honourable mentions: Andor and Insecure) 

Docuseries: Last Chance U. I love the series as a whole, but specifically referring to the first season, the basketball version. I felt so connected to each and every subject, I don't know what voodoo the production did behind the scenes to make the players feel comfortable being vulnerable, but every minute of that show was pure gold. (Honourable mention: CNN has a docuseries where each season focuses on a different decade of American history: The sixties, the seventies, the eighties, and so on. You can thank me later!) 

What's your favourite podcast?

Ok, so I recently started this whole podcast morning routine, and I'm obsessed. I begin with Up First to keep myself informed – I like it because it doesn't feel sensationalised and is to the point. Then I listen to an episode of Hidden Brain. I am a nerd for figuring out what makes us all tick and finding the commonalities in the human experience. And Shankar Vedantam's voice is just so calming. I round it out with Best Friends, with Nicole Byer and Sasheer Zamata; mostly because Nicole Byer's laugh is one of the most infectious and joyful things I've ever heard. I can't think of a better way to start my day. 

What show/exhibition has most inspired you recently?

This past winter I visited Jean-Michel Basquiat's exhibit in NY (King Pleasure). It was one of the best art exhibits I've been to in a long time. You felt like you got a peek into his mind and process. I think, in part, it's due to how involved his family was with the exhibit. You could see a lot of pieces that had previously never been exhibited, and it showed just how resolute he was. The conviction in his work and artistry was incredibly inspiring. He pulled no punches, and he wasn't afraid of imperfection. In fact, the magic lies in the imperfections. You saw the confidence and authenticity in his work, and I found it incredibly aspirational. 

If you could only listen to one music artist from now on, who would it be?

Hah! This should be the point where I name some really talented but niche, under-the-radar artist. But no – obviously, the first person that comes to mind is Beyonce. Her catalog is prolific, it's only getting better with time, and she's showing no signs of stopping. I could probably survive off of the Lemonade album alone, Renaissance too. I have to give an honourable mention to Brandy, though. 90s Brandy! I mean, come on! And I'd get to listen to that Roger & Hammerstein album, too. #myCinderella. 

If there was one thing you could change about the advertising industry, what would it be?

Take more chances! Loosen the necktie a little, twerk some. And that's in regards to the campaigns themselves as well as who they're staffing up on them. I've had a few conversations with colleagues about how there was a point in time when people were more willing to take risks on newer/non-traditional talent, and that made way for more fresh and diverse perspectives. 

I'd love to see the ad industry get back to that space. At the end of the day, this industry is client-based, and brands tend to want to stick with the proven formula, but I'm secretly waiting for someone to come along and turn the industry on its head. The limit does not exist! (Side note: if you're that person, you know where to find me). 

Advertisers are also responsible for bringing more honesty and transparency to campaigns. Covid brought about this unique confluence of brands and social politics that's never happened before. Some of the statements were very impactful, but many were empty. We all should challenge ourselves as we're working on these campaigns to think, are we toiling away on something honest and impactful, or is it more emptiness? And what responsibility do we have in all of that?