Fact: AI data centers have a water problem. And Jason Kelce, Liquid Death and Garage Beer think they have a solution:
Your pee.
Yes, really. Sort of.
In a wonderfully unhinged new ad campaign, former NFL star and Garage Beer co-owner Jason Kelce opens by declaring that AI data centers “waste millions of gallons of water” keeping their servers cool. His proposed alternative? Collect everybody’s urine and use that instead.
The campaign quickly turns into a musical number featuring Kelce, Liquid Death’s Murder Man mascot and a crowd singing about peeing on computers to save humanity. They even created a special “Data Center Coolant Collector” jar… although, disappointingly, you are not actually supposed to mail your pee to a server farm.
Underneath the toilet humor, though, the message is pretty clear.
The Environmental and Energy Study Institute published a report in 2025. It outlines how large data centers can consume up to 5 million gallons of fresh water each day, which is equivalent to the amount of water used by a town populated by 10,000 to 50,000 people.
There are nearly 4,000 AI data centers in the country. Not all of them are bad news, but the bigger ones are cause for serious concern. And US companies are rushing to build a lot more MEGA centers before the pushback – across party lines – grows even more intense.
So, this campaign is taking aim at the enormous water demands of some AI data centers and the growing backlash from communities being asked to host them. Liquid Death and Garage Beer are openly using that controversy as the target of the joke.
So Kelce hasn’t exactly announced himself as the leader of the anti-data-center resistance. But he is publicly calling out their water consumption, while holding a jar of pee.
It gets people talking about your product, while taking aim at big tech. Calvin would be so proud…
