Jason Kelce Urges Beer Lovers to Send Jars of Urine to Data Centers Amid AI Backlash

Embracing the idea of promoting your energy drink and light beer by suggesting customers might want to bottle their urine and send it to a local AI data center is a bold move that reflects the declining public perception of the AI industry. This latest marketing stunt comes from Liquid Death, the $1.5 billion canned water brand, which has partnered with Garage Beer and NFL star Jason Kelce, who is also Taylor Swift’s brother-in-law, for a new campaign titled “We want your pee.”

The ad kicks off with Kelce urinating into a mason jar while perched over a toilet, explaining that AI data centers waste millions of gallons of water. His solution? “We want your pee, to cool these data centers.” The 90-second spot features Kelce, a Liquid Death mascot, and a growing crowd singing about their desire for your urine. As the scene unfolds, more people join in, bringing their containers of pee, even collecting additional samples from passing eagles, with one participant taking a swig of his own contribution, which amusingly matches the color of Garage Beer. It’s certainly a memorable approach.

Since its launch in 2019, Liquid Death has thrived on eye-catching marketing tactics. This includes the introduction of a tea-flavored can called Dead Billionaire (renamed after a lawsuit over its original title, Armless Palmer), releasing a death metal album featuring lyrics from hate mail, and an in-universe sponsorship for the dystopian Running Man game show in a recent film remake. This new campaign coincides with the brand’s upcoming energy drink launch.

Garage Beer, an independent light beer company, is backed by Travis and Jason Kelce and is reportedly the fastest-growing light lager in the U.S., now available at Red Robin restaurants.

While data centers claim to have improved their water efficiency, some of these assertions seem more like PR spin in response to the public’s increasing awareness of their environmental impact. Recent reports from the UK indicate a significant water shortage that could hinder government plans for data centers, while global water usage by data centers was reported to be 4.5 trillion liters in 2025. Additionally, these facilities consume vast amounts of electricity, contribute to global component shortages that inflate tech prices, and create a financial bubble that could destabilize economies, all in the pursuit of developing overly compliant predictive text engines.

So, yes, send them your pee. Liquid Death is even offering an $18 lidded glass container for this purpose, although it’s currently sold out.

While this is undoubtedly an ad campaign, it carries a layer of hypocrisy. Liquid Death was happily selling NFTs in 2022, despite the environmental concerns tied to crypto. What stands out here is how this campaign reflects the companies’ perceptions of what resonates with their audience. Using a familiar face to humorously suggest that it’s acceptable to express disdain for data centers to the point of wanting to urinate on them highlights the shifting public sentiment regarding the trillion-dollar generative AI industry.