A viral ad campaign by the Kelce brothers’ joint company, Garage Beer, in collaboration with beverage brand Liquid Death, has sparked amusement and bewilderment online.
A satirical ad campaign by Liquid Death and Garage Beer, co-owned by Travis Kelce and his recently retired brother Jason, asks fans to mail in their urine to AI data centers to cool down their servers instead of wasting fresh water.
Jason Kelce-Starrer Ad Urging People To Mail In Urine Draws Mixed Response
In an advert that is fair to put in the ‘you don’t see that every day’ column, Jason Kelce, after urinating, is soon surrounded by members of the public singing extravagantly with their hands aloft, “We want your pee.”
Although a humorous look at AI, it is an odd advert, and many in the sports world had their say.
‘Rat King’ on X wrote, “Temperature check on public AI sentiment: Kelce brother ad focused on mailing [expletive] jars to data centers.” X user Eric The Great replied, clearly bewildered, writing simply: “What on earth.”
What on earth https://t.co/m2ZamrH7Rr
— EricTheGreat (@eric_delaluz) August 18, 2026
A fan of Kelce’s former team, the Philadelphia Eagles, did not see the funny side and is clearly sick of the retired star’s presence. “Lifelong Eagles fan, can we get Congress to pass a bill that sends Kelce into hiding? Enough of this guy.”
Charlie Warzel, a writer for The Atlantic, was equally bewildered, writing: “Convinced we are living through a societal gas leak of some kind.”
convinced we are living through a societal gas leak of some kind https://t.co/elGbDAJJts
— Charlie Warzel (@cwarzel) August 18, 2026
Another asked: “What part of the AI bubble is the Kelce brothers making an ad to pee on data centers?”
Meanwhile, user Casey on X hoped it would be an opportunity for Kansas City Chiefs tight end Travis Kelce’s pop megastar wife Taylor Swift’s fans, known as ‘Swifties,’ to unite with NFL fans against AI data centers: “If we can get Swifties and NFL fans to unite against AI data centers, we might have a chance.”
Although humorous, this advertisement is a pointed message about the environmental impact of AI data centers, which reportedly need up to five million gallons of water a day to cool their servers.
This joint advert proposes using urine to save the world’s water supply in a tongue-in-cheek but pointed commentary on the global impact of AI data centers. It will be interesting to see whether this advert achieves its intended effect of raising awareness of the environmental issue. We do not advise mailing in urine, however.
