On My Radar: Josh Miller

What’s the most creative advertising idea you’ve seen recently? 

I think it’d have to be an idea for McDonald’s out of the UK for Mental Health Awareness Week. They removed the 'smile' from the Happy Meal box, which left it blank, except for a small line; “It’s okay not to be happy all the time.” It’s such a simple, beautiful message, and a primer for kids and parents to talk about mental health. As a parent who experienced Covid with two teenage daughters, I applaud McDonald’s and their agency bringing awareness to the crisis. 

Oh, I also saw McDonald’s did boards around London that emitted the scent of their French fries. They didn’t even have logos on them, because, come on, they didn’t need them. Everyone knows that smell. One of our clients is Jollibee, so I know the challenges of the category, and both these ideas are testaments to the confidence they have in their brand – and to the level of trust between the client and agency.   

What website(s) do you use most regularly? 

Well, I spend too much time on Netflix, of course. But I also spend way too much time on eBay looking for random car parts, deadstock Polaroid, or Fuji medium format film, or whatever I’m obsessed with at the moment. I get sucked into YouTube wormholes, too, but I love discovering new things on the journey. Oh, I recently discovered DesignTaxi, which is a great way to see how brands are showing up all over the world.  

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

I bought Apple earbuds recently, but the old-school wired kind. I’m always getting tangled in the cords, but I can’t afford to lose another wireless AirPod. I think I have three left ones in my drawer right now.  

What product could you not live without? 

Okay, this is a toss-up. It’s between my phone and my bicycles (notice I said bikes, plural. Yeah, it’s a problem). I’ve wanted to trade in my smart phone for a really dumb one, but truth is, it’s how I work; how I check email, text, even write and edit, not to mention how I communicate with my daughters and track their locations. But I don’t think I could live without my bicycles, either. Riding keeps me healthy, both physically and mentally.  

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

I was going to say American Fiction, because I loved it. But, in preparation for the new Max film, Furiosa, I read Kyle Buchanan’s book, Blood, Sweat & Chrome: The Wild and True Story of Mad Max: Fury Road. And I rewatched Fury Road for the first time since it was released in 2015. Every aspect of that film blows my mind. George Miller and his team fought for 15 years to make it. And there wasn’t a script, only 3,500 storyboard frames. Advertising is different, of course, but it’s a reminder to have a clear, ambitious vision, to surround yourself with people who share it, and above all, if you believe in the idea, do whatever it takes to make it. And make it great.   

What film do you think everyone should have seen?  

The French film by Mathieu Kassovitz, La Haine. I remember exactly where I was when I first saw it: At the Angelika Film Center in New York. It’s not an easy film to watch, but the scene in which Vincent Cassel does a Robert DeNiro impression in the bathroom mirror is one of my favourite scenes in film. It took me forever to figure out how he shot it without seeing the camera’s reflection. The way they achieve it – in camera – is so creative and so smart, it inspired me to want to film things and makes things myself. 

What’s your preferred social media platform?  

I’d have to say Instagram. I tell myself I’m learning recipes, I’m getting health tips and parenting advice, and I’m staying up on the trends, being diagnosed with ADHD, and then all of a sudden an hour has passed and I’ve done absolutely nothing. Well, not nothing. I’ve sent my daughters a handful of funny dog videos. So maybe it’s all worth it.  

What’s your favourite TV show? 

There are so many phenomenal shows out there, so I’ll share two wildly different ones. I loved The Gentlemen, a fun, smart, dark series from Guy Ritchie. Great writing and characters. But the show that first came to mind is a scripted reality prank show called Jury Duty. It’s so smart, so funny, and so well done. If you haven’t seen it, do! I just wish they could make other seasons, but once you see it, you’ll realise why they can’t. Sadly. 

What’s your favourite podcast?  

My go-tos are The Daily from The New York Times and This American Life, which I’ll listen in the car or on my bike. But, lately, I’ve been more into audio books. I’m deep into listening to Erik Larson’s new book, The Demon of Unrest, about the Civil War.  

What show/exhibition has most inspired you recently?  

I saw a show called Luna Luna. The story behind it was just as fascinating as the art. Luna Luna was a working carnival, designed and put together by a group of artists: Basquiat, Keith Haring, Salvador Dali, Roy Lichtenstein, David Hockney and others. It was displayed once in Germany in 1987, then packed into 60 storage containers and forgotten about until recently. I loved the art, of course, but seeing how they discovered, resurrected and reassembled the entire show was super-interesting. They even found t-shirts from the original show in the containers, which of course, were available when you exit through the gift shop.

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

I recently discovered a UK band, Idles, and I’ve been obsessed. And their show the other night in Los Angeles was incredible. Luckily, I don’t have to listen to only one artist. I mean, I’ve got over 1,000 songs in my pocket (am I dating myself with that reference?).

Who or what has most influenced your career?  

I moved to NYC the day I graduated from the University of Oregon without ever having been there. My first job was as a coordinator for The One Club, which is really where I learned about advertising; about what kind of work I wanted to do, and what agencies were doing it. I didn’t have a portfolio, so I did a self-promotional piece to get my foot in the door. I had a rubber stamp made that read: “Josh Miller. A copywriter who’s willing to start at the bottom.” I stamped every square piece of toilet paper on a bunch of rolls and then snuck into Kirshenbaum Bond Partners and put them in the bathroom stalls.