{"slug": "liquid-death-and-garage-beer-urge-americans-to-send-their-pee-to-data-centers", "title": "Liquid Death and Garage Beer Urge Americans to Send Their Pee to Data Centers", "summary": "Liquid Death and Garage Beer launched the 'We Want Your Pee' campaign, featuring former NFL player Jason Kelce, urging Americans to mail their urine to data centers to help cool AI servers without using millions of gallons of water. The campaign, which includes a comedic ad and social media push, responds to a Gallup poll showing 7 out of 10 Americans oppose data centers in their communities, and follows moratoriums in Tulsa, New Orleans, and Birmingham. Andy Pearson, VP of creative at Liquid Death, and Garage Beer CEO Andy Sauer said the campaign aims to raise awareness about water use through humor.", "body_md": "[Liquid Death](https://www.adweek.com/creativity/liquid-death-and-pop-tarts-team-up-to-ruin-boring-adulthood/) and [Garage Beer](https://www.adweek.com/brand-marketing/exclusive-jason-kelce-smears-horse-crap-on-his-face-in-garage-beers-super-bowl-debut/) have teamed up to help AI data centers cool down without guzzling the millions of gallons of water they typically require. Their solution? Human pee.\n\nThe collaborative campaign, “We Want Your Pee,” launches with a “P[EE].S.A.-style” spot, featuring Garage Beer co-owner and former NFL player Jason Kelce. The ad opens with Kelce at his toilet, only to reveal he’s collecting his urine in a bottle.\n\n“AI data centers waste millions of gallons of water,” Kelce says to the camera. When he finishes his business, he steps into a wooded meadow and breaks into song.\n\n“We want your pee, please give us your pee,” he sings, joined by Murder Man, Liquid Death’s mascot, who also holds a jar of urine.\n\nA crowd soon gathers, with each person holding their own receptacle and singing along: “Let’s pee on computers, together, to save humanity.”\n\nEventually, everyone arrives at a post office, ready to send their contributions to the nearest data center.\n\nThe spot will run on Liquid Death’s and Garage Beer’s social channels, as well as CTV.\n\n**Embracing a hot issue**\n\nAs AI companies build data centers across the U.S., public backlash has grown. According to a recent Gallup pool,[ 7 out of 10](https://news.gallup.com/poll/709772/americans-oppose-data-centers-area.aspx) Americans oppose data centers being built in their communities. Local governments in cities like Tulsa, New Orleans, and Birmingham have[ enacted moratoriums](https://www.nytimes.com/2026/06/09/climate/data-center-bans.html) on new constructions.\n\nLiquid Death and Garage Beer saw an opportunity to seize the “cultural zeitgeist” and lean into their shared irreverent humor, according to Andy Pearson, vp of creative at Liquid Death.\n\n“Garage Beer is a lot like us, an indie beverage brand that’s trying to take on the big guys through humor,” Pearson told ADWEEK. “Humor, at its core, is based on sharing a reality with another human being and laughing at a truth that’s there. It’s also one of the very few involuntary, visceral, physical reactions that you can elicit from someone. And when you can do that, you’ve really connected with someone deeply.”\n\nAndy Sauer, CEO of Garage Beer, told ADWEEK that while humor drives both brands, they also take the underlying issue seriously.\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,” Sauer said.\n\n**Content as marketing, marketing as content**\n\nJason Kelce is once again the main character in a Garage Beer campaign, a strategy that gives consumers a familiar face to associate with the relatively new beer brand.\n\nIt’s also why the company assembled a cast of actors who are personally close to Kelce.\n\nFormer NFL teammate Beau Allen has appeared in several videos, including “[Thermal Buzz](https://www.youtube.com/watch?v=ofKyIp_Y0kc),” an 11-minute film set in the Predator cinematic universe, and the brand’s Super Bowl [debut](https://www.adweek.com/brand-marketing/exclusive-jason-kelce-smears-horse-crap-on-his-face-in-garage-beers-super-bowl-debut/). Kelce’s wife, Kylie, made a cameo in “[The Last True Cold One](https://www.youtube.com/watch?v=badBKvSkGuU),” a 16-minute Western spoof that also featured Allen.\n\nHaving a recurring, recognizable cast is similar to how content creators work, and it makes Garage Beer’s marketing feel more like content. According to Sauer, that helps the brand stand out in a crowded beverage landscape.\n\n“With people consuming most of their news, media, and life through their phones, we’ve found the best way to reach them is through short form, and in some cases, longer form videos that tell a story,” Sauer said. “Most of the time, the story is a little if not very dumb, but it’s also relatable and easy to digest.”\n\nSauer and his team may be on to something. Garage Beer is one of the[ fastest growing](https://bevwire.com/beer/reports/garage-beer-growth-playbook-2026) beer brands in the U.S., at a time when alcohol consumption among U.S. adults has dropped to a[ record low 54%](https://news.gallup.com/poll/693362/drinking-rate-new-low-alcohol-concerns-surge.aspx).", "url": "https://wpnews.pro/news/liquid-death-and-garage-beer-urge-americans-to-send-their-pee-to-data-centers", "canonical_source": "https://www.adweek.com/creativity/liquid-death-and-garage-beer-urge-americans-to-send-their-pee-to-data-centers/", "published_at": "2026-08-18 09:00:00+00:00", "updated_at": "2026-08-18 13:43:19.460643+00:00", "lang": "en", "topics": ["ai-infrastructure", "ai-ethics"], "entities": ["Liquid Death", "Garage Beer", "Jason Kelce", "Andy Pearson", "Andy Sauer", "Gallup", "Tulsa", "New Orleans"], "alternates": {"html": "https://wpnews.pro/news/liquid-death-and-garage-beer-urge-americans-to-send-their-pee-to-data-centers", "markdown": "https://wpnews.pro/news/liquid-death-and-garage-beer-urge-americans-to-send-their-pee-to-data-centers.md", "text": "https://wpnews.pro/news/liquid-death-and-garage-beer-urge-americans-to-send-their-pee-to-data-centers.txt", "jsonld": "https://wpnews.pro/news/liquid-death-and-garage-beer-urge-americans-to-send-their-pee-to-data-centers.jsonld"}}