Jason Kelce is asking the public for something no one expected: their pee. The former NFL star has teamed up with Garage Beer and Liquid Death for a bizarre new advert that jokes about using urine to cool AI data centres.
Behind the crude humour is a real issue: the rapid rise of AI is putting more focus on the huge amount of water some data centres need to keep their machines cool. Kelce's wild campaign turns that debate into an eye-catching joke, but the message about water use is far more serious.
Jason Kelce Says 'We Want Your Pee'
The strange campaign opens with Kelce talking about the water used by AI data centres before pretending to pee into a jar. He then tells viewers, 'We want your pee to cool these data centres', turning the serious topic into a joke.
The ad goes even further with the repeated line, 'Please give us your pee'. Kelce also sings about 'peeing on computers together' and saving humanity, making the video feel more like a comedy sketch than a normal drinks advert.
Viewers are then told to drink Garage Beer or Liquid Death Sparkling Energy before sending their pee to an AI data centre. The ad shows a person carrying a jar of liquid to a post office, adding another absurd moment to the campaign.
The Pee Donation Is Only a Joke
Despite the wild idea, people should not actually send urine to a data centre. A small warning in the advert tells viewers, 'The suits want us to tell you to please don't actually send your pee', making it clear that the campaign is a joke.
Put your pee in this https://t.co/MUhWQrZN4j
— Garage Beer (@drinkgaragebeer) August 18, 2026
The brands are instead using the joke to get people talking about water use. Andy Pearson, Liquid Death's vice president of creative, said the campaign reflects growing disagreement about AI data centres across different parts of the US.
Andy Sauer, CEO and co-owner of Garage Beer, also said the two brands are known for humour but still care about serious issues. He said water is an important resource and that data centres have become a major topic, giving the brands a reason to have fun while raising awareness.
Why AI Data Centres Need Water
The joke works because some data centres really do use water as part of their cooling systems. Computers and servers produce a lot of heat, so cooling systems help stop the equipment from getting too hot. The US Department of Energy says growing AI use is adding to both energy and water needs at data centres.
Water use can also be very high. A 2024 report from Lawrence Berkeley National Laboratory, backed by the US Department of Energy, estimated that US data centres directly used about 17 billion gallons of water in 2023.
That does not mean every data centre uses the same amount of water. The Department of Energy says cooling systems can range from traditional air cooling to newer liquid cooling systems, while some newer designs can use much less water.
Jason Kelce Joins the AI Debate
Kelce and his brother Travis Kelce co-own of Garage Beer, but the campaign does not present Jason as a long-time public critic of AI. Instead, the advert uses his well-known comic style to make a growing issue easier for people to notice.
Doing something silly tomorrow
— Garage Beer (@drinkgaragebeer) August 18, 2026
The campaign also comes as more communities question plans for large data centres. Concerns include water use, electricity demand, noise and the effect that new facilities could have on nearby areas.
Other brands have also started using humour to talk about concerns around AI. Business Insider noted recent campaigns from Heineken and Polaroid that targeted the rise of AI tools and the growing demand for data centres.
A Funny Ad Built Around a Real Problem
The unusual advert is clearly not a serious plan to cool computers with human urine. Its real purpose is to use shock humour to make viewers think about where the water needed for AI comes from and how much it may use.
— Garage Beer (@drinkgaragebeer) August 18, 2026
There is also a wider debate about how much blame should be placed on AI data centres. The Department of Energy notes that some modern facilities use closed-loop cooling, which can reuse the same water instead of constantly taking in new water.
For Kelce and the two drinks brands, however, the strange idea has already done what a good advert is meant to do: get people talking. 'We want your pee' may sound ridiculous, but behind the joke is a serious question about how the rapid growth of AI will affect one of the world's most important resources.
