We Want Your Pee

Liquid Death and Garage Beer have teamed up on a provocative new campaign addressing the enormous amount of water used by data centers to cool their servers. The collaboration taps into growing public concern over the expansion of AI data centers, using the brands’ deliberately crude humor to argue that communities should not have to sacrifice their water supplies for technology.

The 90-second music video stars NFL legend and Garage Beer co-owner Jason Kelce, who opens the film by urinating into a jar while explaining the water demands of data center cooling. He then heads outside, where he is joined by Liquid Death’s Murder Man mascot and a large cast carrying containers of urine.

The group launches into a deliberately absurd song proposing that pee could be used to cool computers instead, turning a serious environmental concern into an attention-grabbing spectacle. The campaign builds on growing opposition to data centers being built in local communities while using Liquid Death and Garage Beer’s irreverent brand voices to make the issue difficult to ignore.