Liquid Death and Garage Beer 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.
The 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.
“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.
“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.
A crowd soon gathers, with each person holding their own receptacle and singing along: “Let’s pee on computers, together, to save humanity.”
Eventually, everyone arrives at a post office, ready to send their contributions to the nearest data center.
The spot will run on Liquid Death’s and Garage Beer’s social channels, as well as CTV.
Embracing a hot issue
As AI companies build data centers across the U.S., public backlash has grown. According to a recent Gallup pool, 7 out of 10 Americans oppose data centers being built in their communities. Local governments in cities like Tulsa, New Orleans, and Birmingham have enacted moratoriums on new constructions.
Liquid 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.
“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.”
