What to Know
Sometimes, ads are so strange that you can’t tell what the actual message is, short of someone shilling a product they hope to sell. Whatever the case may be with Jason Kelce and his ad for his Garage Beer brand and for Liquid Death, he seemed to want people to know that he is against AI and data centers. Again, not sure what one has to do with the other, but go off, king.
In the ad, which was shared across social media including on X (formerly Twitter), Jason urges people to send their urine, which they produce after drinking Liquid Death or Garage Beer of course, to local data centers to help with cooling off servers. For now, servers at data centers that house servers for AI content and production require a lot of water. Jason’s solution is to use urine instead, I guess.
Jason Kelce seemingly addressed the issue with water and AI data centers.
Jason Kelce asks fans to send their pee to AI data centers in new video. pic.twitter.com/X6bs6vCAsA
— Headquarters (@HQNewsNow) August 18, 2026
For Jason, the best way to address the issue of data centers using too much of the Earth’s water to cook down servers is to use urine. In the ad, he and some friends, along with strangers from all walks of life, sing about urinating into a jar or a jug and sending it in the mail to your nearest data center. I can’t tell if this is him taking a strong stance against AI or if it’s making fun of the people who are against it and against using it and, thereby, using up clean water that humans need.
But he does admit to the water usage of AI data centers. As he appears to urinate into a jar himself.
“AI data centers waste millions of gallons of water,” he says in the ad. “That’s why Liquid Death and Garage Beer decided to team up. We want your pee to cool these data centers.”
He then walks through a meadow, slowly joined by other people with their own containers of urine, and sings, “Let’s pee on computers together.” Jason and the rest of the hopeful urinators sing about “saving humanity” as a voiceover instructs people to send their urine to AI data centers.
The fine print at the bottom of the screen says, “The suits want us to tell you to please don’t actually send your pee.”
Jason Kelce promoted his brand with the AI data center dig.
Even fans of Jason and his brother Travis Kelce couldn’t deny the cringe factor of the ad, and the message behind it. Some see it as pandering from a white man, with a message that he himself might not even fully believe in as far as AI data centers go.
“This is nothing more than a grifter capitalizing on the current thing to profit off CCP propaganda,” someone commented on the ad on X.
Another person wrote, “Lifelong Eagles fan, can we get Congress to pass a bill that sends Kelce into hiding? Enough of this guy.”
On Reddit, users pointed out that Jason might have taken a dig at AI and data centers, but he promoted his brand in the process. He also promoted Liquid Death and its apparent partnership with Garage Beer.
“This is a Garage Beer and Liquid Death ad,” one user pointed out. “Jason and Travis Kelce are owners of garage beer. I’ll cheer on the celebs and activists calling out data centers without promoting their product to do it.”
“Let me guess, the song was…generated by AI,” another Reddit user suggested in the comments. “This may be the most tone deaf thing I’ve actually ever seen. From the useless attempt to talk about data centers to the bloody pee of an older man (wtf? Not funny) to the self-promotion. Disgusting.”
When someone asked why companies are making ads that are anti-AI data centers, another user replied, “Yep trying to come across as relatable to make more people buy their product.”
Data centers’ water usage is a legitimately a growing problem.
Regardless of what Jason hoped to accomplish with the ad, short of Garage Beer sales of course, data centers, particularly those that house servers for AI-generated content, require a lot of water to operate. According to the Florida Water & Pollution Control Operators Association, data centers that use water for cooling servers could use as much as 5 million gallons of water in one day. There are smaller centers that can successfully rely on air conditioning cooling systems, but people who live in the areas where water is being used by the millions each day is where the problem is.
Is urine the answer, though? Probably not.
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