Jason Kelce has fronted a tongue-in-cheek advert for beer brand Garage Beer and canned water company Liquid Death, urging drinkers to send their urine to AI data centres to help cool them down. The stunt is a satirical jab at the huge water consumption of AI data centres, which face growing criticism for using millions of gallons daily while producing little tangible benefit and contributing to component shortages that have driven up tech prices for consumers.

To promote the campaign, the companies released an $18 "Data Center Coolant" cup designed for collecting (or drinking from), though it is currently sold out. Small print on the advert and product page makes clear the pitch is not to be taken literally, noting that mailing urine as a prank is illegal and only permitted as a properly packaged medical sample. Liquid Death has a history of provocative marketing, including a drink previously named "Armless Palmer" that was renamed "Dead Billionaire" after a legal threat from Arnold Palmer's estate.