A new advertising campaign launched Tuesday is drawing attention to how much water and electricity artificial intelligence data centers consume, using former NFL player Jason Kelce as its spokesperson and a bathroom-themed premise to deliver the message.
The campaign was created by Liquid Death, the canned water brand known for unconventional marketing. According to CNET, the ad opens with Kelce using the bathroom, then cuts to him holding a jar of yellow liquid and issuing a call to action to a crowd of people, singing, "Let's pee on computers together and save humanity." The ad asks viewers to collect their urine in a collectible mug and mail it to the AI data center of their choice.
The stunt is built around real concerns about how data centers are being built and where. There are nearly 4,000 AI data centers currently operating in the United States. A database created by environmental activist Erin Brockovich tracks their locations, and shows that the majority are being built in rural areas.
To keep servers from overheating, data centers rely on evaporative cooling towers that consume large amounts of fresh water. The Environmental and Energy Study Institute published a report in 2025 stating that large data centers can consume up to 5 million gallons of water each day. That is roughly equivalent to the daily water use of a town with 10,000 to 50,000 residents.
People who live near data centers have raised concerns about how that level of water extraction affects farming, household needs, and local water supplies. There are also questions about who pays for the utility costs associated with running these facilities. According to CNET, consumers are left holding the bag when it comes to those bills.
Electricity is the other resource at issue. A recently announced data center from OpenAI and Nvidia, planned for Pike County, Ohio, is projected to use roughly 8 gigawatts of power. The facility is called the Ports-Pike Technology Campus. That level of energy demand is significant, and it adds to broader questions about how the expansion of AI infrastructure will affect electrical grids and energy availability in the regions where these centers are built.
Kelce is also the co-owner of Garage Beer and co-hosts the New Heights podcast with his brother Travis Kelce. His involvement in the campaign reflects a broader trend of public figures lending their names to causes tied to technology and environmental concerns, even when the framing is deliberately unserious.
The campaign went viral shortly after its release on Tuesday. No response from any AI company or data center operator was included in available reports.
