Embracing Absurdity: Lessons from Ultramarathons and Unconventional Marketing

Interview with Andy Pearson, VP of Creative at Liquid Death from “Maybe Running Will Help Podcast” with Nicky Tamberrino

In the world of ultrarunning and creative marketing, there’s something profoundly liberating about embracing the absurd. For Andy Pearson, an ultrarunner and the VP of Creative at Liquid Death, pushing the boundaries of what’s possible is not just a professional ethos but a way of life. His experiences, both on the trails and in the boardroom, reveal a shared philosophy: take risks, laugh at the absurdity, and never shy away from a challenge.

The Ultramarathoner’s Mindset: Embracing the Absurd

When Andy talks about his ultramarathon experiences, you can’t help but marvel at his resilience and humor. Whether it’s recovering from back-to-back 100-mile races or dealing with the inevitable toll these races take on his body (think toenails barely hanging on), Andy’s stories are filled with a sense of adventure. He recalls these physical trials with a lightheartedness that seems almost counterintuitive—after all, who jokes about losing toenails?

Yet, this humor is key to Andy’s approach. For him, ultrarunning isn’t about chasing personal records or outdoing others; it’s about the adventure, the curiosity to see how far he can go, and the camaraderie that comes with enduring something truly challenging. He relishes the absurdity of it all, from giving out prizes to the last-place finisher in a race to running 200 miles with sleep deprivation-induced hallucinations.

One of Andy’s most intense experiences was during the Bigfoot 200, where he ran 62 hours straight without sleep. At one point, hypothermic and in severe pain from macerated feet, Andy found himself having an out-of-body experience, his body seemingly telling him, “We’re going to die, so we’re taking over.” It was an intense, surreal moment that encapsulates the ultramarathoner’s willingness to push beyond the ordinary.

For Andy, these races are more than just physical challenges; they are opportunities to explore the limits of human endurance and to discover what happens when you push yourself to the brink. It’s not about the destination but the journey—the wild, unpredictable, and often absurd journey that comes with ultrarunning.

Creativity in Marketing: The Liquid Death Approach

This same mindset permeates Andy’s work at Liquid Death, a brand that has turned the traditionally boring health and sustainability market on its head. Liquid Death markets water in a way that feels more like a rebellious energy drink or a craft beer, and it’s this unexpected twist that has captured the attention of a wide audience, including many in the ultrarunning and recovery communities.

The brand’s success is rooted in its ability to make people laugh, to surprise them, and to offer something different. Andy explains that when they first launched Liquid Death, nobody knew what it was. But by embracing the absurd—whether it’s auctioning off a coffin-shaped cooler or creating viral videos that parody traditional marketing—they’ve managed to carve out a niche that resonates with people looking for something beyond the ordinary.

One of the most rewarding aspects of this work for Andy is hearing from customers who use Liquid Death to replace less healthy options. Whether it’s recovering addicts looking for a non-alcoholic alternative, or parents grateful that their kids are swapping out sugary drinks, the brand’s impact goes beyond just selling water. It’s about offering healthier choices in a way that doesn’t feel like a compromise, and that’s fun to boot.

The Intersection of Adventure and Creativity

What ties Andy’s ultrarunning adventures to his creative work is a shared sense of curiosity and a desire to see what’s possible. He doesn’t shy away from challenges—he seeks them out. Whether it’s figuring out how to market water in a way that feels edgy and exciting or running 100 miles through the mountains, Andy is driven by a need to explore the unknown.

This curiosity extends to every aspect of his life. Andy is the kind of person who, when dining out, will always pick the weirdest thing on the menu, just to see what it’s like. It’s not about playing it safe or sticking to what he knows; it’s about embracing the unexpected and seeing where it leads.

In running, this translates to seeking out new races and challenges rather than repeating the same ones. In his work, it means creating marketing campaigns that are anything but conventional. And in both, it’s about not taking himself too seriously, about laughing at the absurdity of it all, and finding joy in the journey, no matter how difficult or strange it might be.

A Final Thought

Maybe running will help people take themselves less seriously. This idea, expressed by Andy during his conversation with Nicky Tamberrino, captures the essence of both his running philosophy and his approach to life. In a world that often feels overly serious, embracing the absurdity—whether in an ultramarathon or a marketing campaign—can be incredibly liberating. It’s a reminder that sometimes, the best way to navigate life’s challenges is with a sense of humor and a willingness to explore the unknown.

This blog post is inspired by the latest episode of the “Maybe Running Will Help” podcast, hosted by Nicky Tamberrino, also known as @1classy_motherunner on Instagram. For more inspiration and updates, be sure to follow @mayberunningwillhelp on Instagram. Charm City Run is proud to sponsor this show and support its mission to inspire and connect runners across our community.