Jason Kelce Liquid Death Ad
Former NFL star Jason Kelce is taking aim at the growing debate over artificial intelligence data centers, but he is doing it in the most Jason Kelce way possible: with a jar of urine.
Kelce appears in a new satirical advertising campaign from Liquid Death and Garage Beer that takes aim at the amount of water used by some AI data centers to cool their servers. The campaign was released August 18 and quickly drew attention for its deliberately bizarre premise.
“We want your pee.”
The ad opens with Kelce appearing to urinate into a jar while explaining that AI data centers can use millions of gallons of water for cooling. He then introduces the campaign’s tongue in cheek solution: asking consumers to donate their urine to help cool the facilities.
The commercial then turns into a musical number featuring Kelce, Liquid Death’s Murder Man mascot and a group of people carrying jars. The campaign repeatedly calls for viewers to provide their urine, turning a serious environmental debate into an intentionally outrageous comedy sketch.
The brands even created a limited edition product called the “Data Center Coolant Collector,” an $18 resealable jar marketed as a way to participate in the stunt.
Despite the joke, the campaign is built around a legitimate concern. Data centers require substantial amounts of electricity and, depending on their cooling systems and location, can consume significant quantities of water. The rapid expansion of AI infrastructure has fueled growing debates over how these facilities affect local water supplies and surrounding communities.
The campaign also taps into broader public opposition to data center construction, particularly in communities where residents are concerned about water consumption, electricity demand, noise and the environmental impact of large facilities.
Kelce has a direct connection to one of the brands behind the campaign. He is a co-owner of Garage Beer alongside his brother, Kansas City Chiefs tight end Travis Kelce. Liquid Death partnered with the beer company for the campaign, combining the brands’ intentionally provocative marketing styles.
The creators are also making clear that the urine delivery concept is a joke. The advertisement includes a disclaimer telling viewers not to actually mail their urine to data centers, despite the campaign’s instructions and humorous scenes depicting people attempting to do exactly that.
For Liquid Death and Garage Beer, the campaign represents a familiar advertising strategy: take a controversial or complicated issue, push it into absurd territory and make the message difficult to ignore.
Whether consumers view the campaign as clever environmental commentary or simply an elaborate joke, Kelce has once again demonstrated his ability to generate attention far beyond the football field. This time, the target is the rapidly expanding AI industry and the water required to keep its infrastructure running.
