What Conan Taught Me About Absurdity and Creativity

In our world, we’re bombarded with thousands of ads daily. Standing out to make a connection requires more than just data or polish – it demands fearless absurdity. I was lucky enough to talk to a personal hero and one who perfectly embodies creative disruption.

When the chance came to apply for his podcast “Conan O’Brien Needs a Fan,” I pitched myself faster than Conan’s hair defies gravity.

The producer said “All right, Micah. We’re patching you into the studio with Conan.” I nervously entered a virtual breakout room, interrupting a playful argument between Conan O’Brien and Sona, his assistant and co-host. For years, I’ve only guessed that Conan’s magic was because of his authenticity. I was right. He’s not afraid to be the butt of the joke, creating a moment that resonates. It’s this same authenticity that separates memorable campaigns from forgettable marketing that takes itself too seriously.

I couldn’t stop laughing for what felt like an hour-long conversation. He was genuinely curious about my life and the work that my team does for America’s Drive-In. Although I wasn’t allowed to disclose on-air who my client was, Conan made it a game of trying to figure out which fast food giant I was talking around. “Limeade? That’s a clue!” he said, making sure the entire studio took note. He was so interested in how we shot burgers and drinks, making them look better and making consumers crave more. Did we go through several voices and bits to get there? Obviously.

I’m a forever fan of how Conan drives action by inviting others to participate, allowing ideas to evolve together. Every minute with him, I was connecting more and more dots between his world and mine.

That talk with Conan solidified for me that great advertising, like great comedy, requires embracing risk. His willingness to embrace the ridiculous – from string dance explosions to remote segments where he fumbles through situations – creates what behavioral scientists call “pattern interrupters.” When we cling to safe, focus-grouped concepts, we sacrifice what makes creative work effective. The brands that win aren’t afraid to look silly in pursuit of something memorable.

So channel your inner Conan. Be willing to dance awkwardly, travel to absurd places and occasionally fail spectacularly. The reward is creative work that doesn’t just interrupt – it connects.

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