Jason Kelce fronts tongue-in-cheek ad urging fans to pee on AI data centers

In a new advertisement for Garage Beer and Liquid Death, former NFL star Jason Kelce pretends to urinate into a jar and urges viewers to ship their urine to AI data centers as a cooling method, even breaking into a song with lines like “please give us your pee.” The commercial includes a disclaimer telling audiences not to actually send urine. Andy Pearson, vice president of creative at Liquid Death, said the spot taps into a broad consensus against AI data centers, while Andy Sauer, CEO of Garage Beer, described the brands as humor-forward but serious about water scarcity.

Kelce and his brother Travis, co-owners of Garage Beer, have not publicly opposed AI, but the campaign follows a trend of brands leveraging AI criticism, such as Heineken’s billboard and Polaroid’s summer ads. AI companies have launched counter-campaigns, including Meta and Anthropic ads addressing AI anxieties. Opposition to data centers has grown, with protests and lawsuits over water and energy consumption, and one outlet's analysis linked the data-center boom to worsening water crises. The US Postal Service declined to comment on the feasibility of mailing urine.