Jason Kelce has found another unusual way to promote Garage Beer. This time, the retired NFL star is teaming up with Liquid Death to take aim at the water demands of AI infrastructure. The campaign leans heavily into absurd humor. However, behind the joke is a real debate over how much water some data centers need to keep their equipment cool.
Jason Kelce criticizes AI data centers over the millions of gallons of water some facilities can use
In an Instagram campaign video released Aug. 18, Kelce appears to collect urine in a jar while delivering the campaign’s central message. “AI data centers waste millions of gallons of water,” he says before explaining that Garage Beer and Liquid Death have teamed up.
From there, the video turns into a deliberately ridiculous musical number. Kelce joins Liquid Death’s Murder Man mascot and a crowd carrying jars as they ask viewers to help cool AI data centers with urine.
However, the campaign is not actually telling people to mail bodily fluids. Fine print in the ad warns viewers not to send urine, making the stunt an attention-grabbing way to raise the issue of water consumption.
The concern itself has a factual basis. The U.S. Department of Energy says data-center water use varies greatly. Still, depending on cooling technology and local climate, some facilities can use millions of gallons each day.
Meanwhile, Garage Beer CEO Andy Sauer said the brands wanted to mix humor with awareness around water use, Business Insider reported. The campaign also promotes a novelty “Coolant Collector” tied to the stunt.
Kelce has already made unconventional advertising part of his post-NFL career. Earlier this year, he starred in Garage Beer’s first Super Bowl campaign. He later played a self-styled “beer scientist” in another comedy series for the brand.
Now, his latest Garage Beer promotion turns the growth of AI infrastructure into the punchline. Still, the campaign keeps its main target clear: the amount of water some data centers can consume.
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