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Jeff Goodby is one of the founders of his eponymous agency Goodby Silverstein & Partners. This summer, he and partner Rich Silverstein will receive the Lion of St. Marks award from Cannes Lions, for decades of memorable work including the “Got Milk?” campaign. The agency also recently brought artist Salvador Dali “back to life” with deepfake technology.

On episode 8 of the “Ad Block” podcast, Goodby talks about his tequila importing business—a small-batch, high-end liquor that's aged for 5 years in three kinds of barrels. “It makes you do your other job better to have things on the side, whether it’s fishing or painting or playing soccer or whatever you take seriously,” he says. “We all know people who work 16, 18 hours a day and then go to bed and get up and do it again. I think that that’s not necessarily good for you.”

He also chooses the best vandals throughout history, recommends alarming audio books and takes a milk-based pop quiz.