Former Philadelphia Eagles offensive lineman Jason Kelce is starring in a new advertising campaign urging Americans to mail jars of urine to AI data centers [1, 2].
The campaign highlights the environmental impact of artificial intelligence, specifically the massive amounts of water required to cool the servers that power AI models [1, 5].
Kelce appears in the spot promoting the brands Liquid Death and Garage Beer [1, 3]. In the advertisement, he encourages the public to collect their urine and send it to data centers to assist with cooling efforts [2, 3].
"We want your pee," Kelce said [2].
The campaign is framed as a protest against the water-hungry nature of AI infrastructure [1, 5]. While some reports describe the spot as a promotional tool for the beverage brands, others identify the advertisement as a satirical piece [1, 2].
Liquid Death and Garage Beer are using the campaign to market anti-AI and environmentally focused messaging to a national audience [2, 4]. The effort targets the perceived wastefulness of current data center cooling methods by suggesting a grotesque alternative [1, 5].
Kelce, who has transitioned from professional football to podcasting, is the central figure in the national push [1, 4]. The campaign uses his public profile to draw attention to the resource consumption of the tech industry [2, 4].
“"We want your pee."”
This campaign reflects a growing public and corporate critique of the environmental costs associated with the AI boom. By using satire and a high-profile athlete, the brands are tapping into 'green' marketing trends that challenge the sustainability of big tech's infrastructure, specifically the strain on local water supplies where data centers are located.
