Jason Kelce (Getty Images)
Jason Kelce has found an unusual way to join the growing debate around AI data centers. The former NFL star appears in a new Garage Beer and Liquid Death campaign that pokes fun at the amount of water some data centers can use. The result is an intentionally outrageous commercial featuring Kelce, a jar of urine and a message aimed at the booming AI industry. Last month, Kelce appeared alongside a Liquid Death can mascot in the advertisement, where he made a deliberately absurd proposal about cooling data centers.
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“AI data centers waste millions of gallons of water,” former NFL player Jason Kelce says in the commercial. Andy Pearson, Liquid Death’s vice president of creative, said the issue has become unusually broad in its appeal. “There are many things that Americans can’t agree on, but opposition to AI data centers is the one thing almost everyone can agree upon across the political and cultural spectrum,” Pearson said. Join conversation Share your thoughts in the comments Be respectful · TOI community guidelines “Water is the world’s most valuable resource, and data centers are a hot topic, so we got together to have some fun, while raising a little awareness,” he said.
He then joked about sending urine to data centers for cooling before breaking into a song built around the same gag. The campaign even showed someone taking a jar of urine to a post office. The joke came with a clear disclaimer. The advertisement tells viewers to enjoy a Garage Beer or Liquid Death Sparkling Energy drink before suggesting they send their pee to an AI data center. The small print then makes it clear that viewers should not actually do it. The campaign is tied to a serious issue. AI data centers have faced criticism over their energy demands, water consumption, noise and potential effects on local utility costs. Communities in parts of the United States have protested proposed facilities and challenged some developments. Kelce is not known for being a vocal opponent of artificial intelligence. Instead, the campaign uses comedy to turn a complicated technology debate into something instantly recognisable. Garage Beer CEO and co-owner Andy Sauer also framed the campaign as a mix of humour and awareness. The campaign also reflects a wider trend in advertising. Brands have increasingly used public concern around AI as a way to attract attention, while technology companies have responded with campaigns defending the potential benefits of artificial intelligence. For Kelce and Garage Beer, the strategy is much simpler. Take a serious conversation about AI infrastructure, add an outrageous joke and let the internet do the rest. Get the latest Sports News and Live updates. Download the TOI app.