August 21 2026
The brands and the gridiron great use their collective affinity for brazen marketing to take a piss at data centers.
Liquid Death is no stranger to wildly inventive collaborations and occasionally controversial marketing stunts that have regularly kept its legal department on high alert. The beverage company’s latest accomplice for the latter is Garage Beer, the light craft lager majority owned by future football Hall of Fame siblings Jason and Travis Kelce. And this time, it’s for the planet.
Jason, who regularly appears in cinematic short films for Garage Beer (and whose wife, Kylie, leads the brand’s hilarious Kegs for Pregs), stars alongside Liquid Death’s mildly disturbing mascot, Murder Man, in Jason Kelce Wants Your Pee. As its title suggests, it’s an unapologetically unsubtle spot calling for the world to unite via power ballad to donate their, ahem, liquid waste, to cool off AI data center servers in lieu of the 5 million gallons of fresh water currently used daily to do so. The duo are joined by a gleeful army of urine-carrying comrades ready to do their part to save the earth’s fresh water supply.
Of course, the more practical motive for the spot is capitalism: They’re promoting the mashup of two beverages guaranteed to encourage a steady flow of natural coolants — light beer and energy drinks. And at $18 a pop, the “Data Center Coolant Collector" mugs instantly flew off the (digital) shelves.
