{"slug": "bashing-ai-data-centers-makes-its-way-into-brand-marketing-with-new-jason-kelce", "title": "Bashing AI data centers makes its way into brand marketing with new Jason Kelce ad", "summary": "Former NFL player Jason Kelce stars in a new ad for his beer brand Garage Beer and canned water brand Liquid Death that mocks AI data centers' water use, urging viewers to 'send your pee to the AI data center of your choice.' The ad highlights growing public opposition to AI data centers, which Andy Pearson, Liquid Death's vice president of creative, says is 'the one thing almost everyone can agree upon across the political and cultural spectrum.' The campaign follows similar anti-AI marketing from Heineken and Polaroid, while Meta and Anthropic have run ads defending AI's benefits.", "body_md": "[Bashing AI data centers](https://www.businessinsider.com/anti-ai-data-center-nationwide-protest-photos-2026-7) is all the rage, and brands are cashing in.\n\n\"AI data centers waste millions of gallons of water,\" former NFL player [Jason Kelce](https://www.businessinsider.com/jason-kelce-kylie-relationship-marriage-household-chores-nagging-2025-7) says as he appears to pee into a jar in a new ad for his beer brand, Garage Beer, and the canned water brand Liquid Death.\n\n\"We want your pee to cool these data centers,\" Kelce says, before breaking into a song with lyrics like \"please give us your pee\" and \"let's pee on computers together.\"\n\nThe ad says to have a Garage Beer or a Liquid Death Sparkling Energy drink, then \"send your pee to the AI data center of your choice,\" as a person in the ad drops a jar of pee at a post office.\n\nSmall print at the bottom of the ad cautions that \"The suits want us to tell you to please don't actually send your pee.\"\n\nThe ad highlights the uphill PR battle AI companies and data center developers face as more Americans report concerns about AI's impacts.\n\n\"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,\" Andy Pearson, Liquid Death's vice president of creative, said in a statement to Business Insider.\n\nAndy Sauer, CEO and co-owner of Garage Beer, said in a statement provided to Business Insider that both Garage Beer and Liquid Death are \"humor-forward brands\" that are \"also serious about the important things.\"\n\n\"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.\n\nKelce and his brother, Travis Kelce, both co-owners of Garage Beer, have not been vocal critics of AI, but their brand isn't the first to jump on the [AI-criticism bandwagon](https://www.businessinsider.com/brands-reject-ai-aerie-heineken-polaroid-marketing-2025-10) in its marketing.\n\nAfter the marketing campaign for Friend, the wearable AI companion, faced backlash last year, [Heineken put up a billboard](https://www.businessinsider.com/heineken-billboard-friend-ai-subway-ads-2025-10) in New York City featuring a similar device that said: \"The best way to make a *friend* is over a beer.\" Legacy camera brand Polaroid's summer marketing has included images of people swimming outside alongside messages like: \"Go jump in some water before the data centers drink it all up.\"\n\nAI companies have been responding with ads of their own. A [Meta ad](https://www.businessinsider.com/meta-anthropic-ads-trust-us-defensive-2026-7) last month promoted a cheerful vision of the AI future and said the company disagreed with negative predictions about the tech's impact. An Anthropic ad also addressed AI anxiety head-on, featuring alarming images such as a house on fire and a voiceover of people questioning AI's impacts. \"There's hope in hard questions,\" the ad said.\n\nAI data centers, in particular, have drawn growing opposition across the country from residents holding protests and filing lawsuits to block proposed developments over concerns about water and energy use, higher utility bills, and noise. A Business Insider analysis last year found the boom in data centers, some of which use water for cooling, was deepening the [water crisis](https://www.businessinsider.com/how-data-centers-are-deepening-the-water-crisis-2025-6).\n\nAs for whether mailing your pee to data centers for use as coolant is a good idea, the US Postal Service did not respond to a request for comment.", "url": "https://wpnews.pro/news/bashing-ai-data-centers-makes-its-way-into-brand-marketing-with-new-jason-kelce", "canonical_source": "https://www.businessinsider.com/jason-kelce-garage-beer-liquid-death-embrace-ai-bashing-ads-2026-8", "published_at": "2026-08-18 23:25:54+00:00", "updated_at": "2026-08-18 23:41:45.237888+00:00", "lang": "en", "topics": ["ai-ethics", "ai-policy"], "entities": ["Jason Kelce", "Garage Beer", "Liquid Death", "Andy Pearson", "Andy Sauer", "Heineken", "Polaroid", "Meta"], "alternates": {"html": "https://wpnews.pro/news/bashing-ai-data-centers-makes-its-way-into-brand-marketing-with-new-jason-kelce", "markdown": "https://wpnews.pro/news/bashing-ai-data-centers-makes-its-way-into-brand-marketing-with-new-jason-kelce.md", "text": "https://wpnews.pro/news/bashing-ai-data-centers-makes-its-way-into-brand-marketing-with-new-jason-kelce.txt", "jsonld": "https://wpnews.pro/news/bashing-ai-data-centers-makes-its-way-into-brand-marketing-with-new-jason-kelce.jsonld"}}