Retired NFL star Jason Kelce has made his singing debut in a comedic advertisement for a collaboration between drinks brand Liquid Death and Garage Beer, the company he co-owns with brother Travis Kelce. The ad, titled "Let's Pee on AI", humorously proposes that people donate their urine to help cool the vast data centres powering artificial intelligence, which consume enormous amounts of water.

In the musical spot, Kelce and Liquid Death's mascot Murder Man sing about collecting urine, joined by a crowd of supporters carrying their contributions in jars, jugs and fishbowls. The campaign references reports that AI data centres can use up to five million gallons of water a day, and cites a Gallup poll showing seven in ten Americans oppose their spread. As part of the promotion, fans can buy a limited-edition "Data Center Coolant Collector" mug, or take part in person at Cincinnati's Oktoberfest event from 17-20 September.