Bashing AI data centers makes its way into brand marketing with new Jason Kelce ad

A fresh advertisement starring Jason Kelce capitalizes on the current criticism surrounding AI data centers. The commercial, promoting Garage Beer and Liquid Death, alludes to the substantial water usage of these facilities. The ad emphasizes the public's apprehension regarding AI and the challenges faced by AI companies. Bashing AI data centers is evidently a popular trend, and businesses are capitalizing on it.

Former NFL player Jason Kelce, in a new ad for Garage Beer and the canned water brand Liquid Death, humorously suggests donating urine to cool these data centers. Kelce says, "We want your pee to cool these data centers," before awkwardly breaking into a song with lyrics like "please give us your pee" and "let's pee on computers together."

The ad invites viewers to send urine to a data center of their choice via the post office, with a small disclaimer stating, "The suits want us to tell you to please don't actually send your pee." The commercial underscores the daunting public relations challenges faced by AI companies and data center developers as a growing number of Americans express concerns about AI's implications.

Andy Pearson, Liquid Death's vice president of creative, stated that the ad is part of a broader effort to raise awareness about the importance of water conservation, as data centers are a contentious topic. Garage Beer and Liquid Death describe themselves as humor-forward brands that are also committed to addressing significant issues.

The ad reflects a broader trend among brands to leverage the growing criticism of AI data centers in their marketing efforts. Following a backlash for their "Friend" wearable AI companion last year, Heineken installed a billboard in New York City featuring a similar device with the message: "The best way to make a friend is over a beer."

Polaroid, a legacy camera brand, has incorporated messages like "Go jump in some water before the data centers drink it all up" in its summer marketing. AI companies have responded by creating their own advertisements. Meta, for instance, promoted an optimistic vision of the AI future, disagreeing with negative predictions about the technology's impact.

Anthropic also addressed AI anxiety directly, featuring alarming images and a voiceover questioning AI's effects. Despite the controversial ad, there remains hope in confronting these hard questions.