Jason Kelce is a man of the people. Which might explain why the retired Philadelphia Eagles Super Bowl champ is using his notoriety for a good cause in a new ad promoting a collab between viral drink company Liquid Death and Garage Beer, the suds company he co-owns with brother Travis Kelce.
And, in typical Kelce fashion, this ad is heavy on the humor, with just a wee bit of social commentary. The spot featuring the amiable Kelce in his singing debut — don’t worry, he’s no threat to sister-in-law Taylor Swift‘s Billboard chart domination — pairs the former NFL center with Liquid Death’s Murder Man mascot to announce a unique solution to the growing problem caused by AI data centers sucking up all the available water to cool their massive servers.
The answer, naturally, is pee. Lots and lots and lots of pee.
The spot opens with Kelce saying, “AI data centers waste millions of gallons of water,” as he saves up his No. 1 in a jar. “That’s why Liquid Death and Garage Beer decided to team up: We want your pee … to cool these data centers,” he says with a smile to camera as he holds up a full sample.
The brawny data center buster then wanders out into a meadow, singing, “We want your pee/ Please give us your pee/ Let’s pee on computers, together,” with Murder Man striding up alongside him with his own golden contribution to the cause. The men clink jars as Kelce sings on, joined by a raft of supporters, including farmers, skateboarders, firemen, businesspeople, retirees and dozens of others, all carrying their liquid gold in a variety of plastic bags, briefcases, gallon jugs and fishbowls.
“‘Cuz we need lots of pee/ Endless gallons of pee/ Join our important endeavor,” Kelce croons. “We want your pee/ Please give us your pee/ Let’s pee on computers together and save humanity.” Will relieving ourselves after drinking Garage’s classic Light Beer or Liquid Death’s Sparkling Energy save us from the rampant spread of AI data centers that a recent Gallup poll found seven in 10 Americans oppose?
Probably not, but with AI data centers reportedly guzzling up to five million gallons a day so you can make videos of your grandma playing bass in Metallica, the two brands think they’re on to the simplest, most natural, solution.
“For us, it’s always been about forming relationships and building alongside people and brands that believe what we believe in. In this case, it’s enjoying a Garage Beer or Liquid Death energy and peeing on data centers to help save the world’s water supply,” said Garage Beer CEO Andy Sauer in a statement. “Like Garage, Liquid Death has always had a unique approach to reaching their consumers. It’s been a blast connecting with a brand that just gets it — and wants to have some fun along the way.”
As an incentive to join the pee party, fans can make their contributions from home, or wherever they usually relieve themselves, thanks to a limited-edition Liquid Death x Garage Beer Data Center Coolant Collector (actually just a resealable glass mug). And, fans who happen to be in Kelce’s college hometown of Cincinnati for its annual massive Oktoberfest celebration (Sept. 17-20) next month can also pitch in at one of the event’s official on-site donation stations.
Jason Kelce appeared in the “Brotherly Shovel” Super Bowl ad earlier this year that paid tribute to classic beer commercials from yesteryear to promote the beer brand he and younger brother, Travis Kelce, became co-owners of in 2024.
Watch the “Pee on AI” video below.