{
  "id": 1926607,
  "title": "Jason Kelce-led marketing campaign asks beer drinkers to send their pee to AI data centers — Liquid Death and Garage Beer skit claims 'AI data centers waste millions of gallons of water'",
  "url": "https://urgent.news/2026/08/19/jason-kelce-led-marketing-campaign-asks-beer-drinkers-to-send-their",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-08-19T11:55:24.000Z",
  "source": {
    "name": "Tom's Hardware",
    "slug": "tom-s-hardware",
    "url": "https://www.tomshardware.com/tech-industry/data-centers/jason-kelce-led-marketing-campaign-asks-beer-drinkers-to-send-their-pee-to-ai-data-centers-liquid-death-and-garage-beer-skit-claims-ai-data-centers-waste-millions-of-gallons-of-water"
  },
  "original_language": "en",
  "account": "Liquid Death and Garage Beer, two indie beer brands, have collaborated on a viral ad campaign that asks beer drinkers to drink their products, then send their urine to AI data centers to supposedly save humanity. The campaign, featuring NFL star Jason Kelce, aims to address the significant water consumption of AI data centers, which over 70% of Americans oppose when built near their homes. Comedian Sabrina Jalees conceived the idea of using pee as a solution, which was then incorporated into the ad. Liquid Death's creative director Andy Pearson explained that the campaign plays on a topic that unites Americans, regardless of political affiliation. Data centers, especially AI ones, consume large amounts of water, leading to water supply issues in surrounding areas. While some tech giants, like Microsoft and Amazon, claim their data centers use minimal water, others, like Nvidia, are developing technologies to reduce water consumption by 100%. Despite the campaign's lighthearted approach, the disclaimer warns against actually sending urine to data centers. Some data centers already use treated wastewater for cooling GPUs, but the ad highlights the need for more widespread adoption of such practices to address the water crisis caused by data centers.",
  "summary": "Two indie brands join together in a viral ad campaign asking people to pee on computers. Taylor Swift's brother-in-law, Jason Kelce, who co-owns one of the brands, stars in this humorous ad where he pees in a bottle and carries it to a post office to send to his AI data center of choice.",
  "key_points": [
    "Jason Kelce leads marketing campaign for Liquid Death and Garage Beer",
    "Urine sent to AI data centers to save water, campaign humorously suggests",
    "Ad addresses water waste by data centers, aiming to unite Americans"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}