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Kelce’s pee-cooling pitch
Former NFL player Jason Kelce stars in a Garage Beer and Liquid Death campaign that jokes about using urine to cool AI data centers, with the video opening on Kelce’s claim that "AI data centers waste millions of gallons of water."
“"AI data centers waste millions of gallons of water"”
In the ad, Kelce sings "We want your pee, please give us your pee. Let’s pee on computers together," while Liquid Death’s mascot, Murder Man, appears alongside a chorus carrying urine specimens in various vessels.
The campaign also promotes a limited-edition "Data Center Coolant Collector" described as a 16-ounce Mason jar with lid that costs $18 and is sold while supplies last.
A voiceover in the video then invites viewers to send their pee to the AI data center of their choice using the collectible sealable mugs, while the product note says "The suits want us to tell you to please don't actually send your pee."
Water-use numbers and warnings
The campaign’s premise is tied to reported water demands for cooling, with one source saying experts say data centers can need up to 5 million gallons of water daily for cooling.
Newsweek reports that a study backed by the Department of Energy estimated that U.S. data centers directly consumed 66 billion liters—about 17.4 billion gallons—of water in 2023, up from 21.2 billion liters in 2014.
In the same coverage, Newsweek adds that hyperscale and colocation facilities accounted for 84 percent of the 2023 total, and it describes researchers estimating indirect consumption reached almost 800 billion liters in 2023.
PCMag UK frames the ad as a joke but says it reflects opposition to local AI data center construction, while also noting a disclaimer running below the video: “The suits wants us to tell you to please don’t actually send your pee.”
Companies, opposition, and stakes
The campaign arrives as public resistance to data centers is described in multiple outlets, including a Gallup poll in May that one source says found 71% of Americans oppose construction of an AI data center in their local area, with 48% strongly opposed.
“71% of Americans oppose the construction of an AI data center in their local area”
PCMag UK says concerns raised by opponents have included air pollution, the strain on the electric grid, and loud noise, which has prompted some affected residents to file lawsuits.
PCMag UK also reports that companies including Amazon and Microsoft have been playing down the issue, with Amazon citing 2.5 billion gallons of water globally last year for data center cooling and pointing to “Americans use roughly 3.3 trillion gallons of water a year to water their lawns and gardens.”
In a separate account, PhillyVoice quotes a Polaroid billboard at a Coney Island beach saying, "Go jump in some water before the data centers drink it all up," and it also includes Pennsylvania Gov. Josh Shapiro saying, "We will not be bullied by these developers."
