Jason Kelce Wants Your Pee In Humorous New Garage Beer Ad
Jason Kelce Wants Your Pee In Humorous New Garage Beer Ad
Courtesy Garage Beer & Liquid Death / YouTube)
Garage Beer has never been particularly interested in taking itself too seriously. And its latest marketing campaign may be the clearest evidence yet.
The fast-growing light beer brand has teamed up with Liquid Death for a wonderfully ridiculous new campaign aimed at one of the less amusing consequences of the artificial intelligence boom: the enormous amounts of water some data centers use to keep their servers cool.
Their proposed solution? America needs to start donating its pee to help cool down those centers.
Garage Beer has been on quite a ride since former Philadelphia Eagles star Jason Kelce and Kansas City Chiefs tight end Travis Kelce became significant owners and operators of the brand in 2024. Rather than simply signing on as celebrity endorsers, the brothers joined the business and have become closely associated with its personality and national expansion.
That personality has increasingly revolved around a simple idea. Sell an uncomplicated 4% ABV light lager without acting like beer marketing needs to be terribly sophisticated.
The Kelces have proven to be particularly good fits for that approach. Garage Beer advertising frequently embraces intentionally low-budget aesthetics, strange situations, self-deprecating humor and the kind of jokes that feel more at home among friends drinking beer in an actual garage than in a corporate marketing meeting.
Which brings us back to pee.
Garage Beer and Liquid Death have released a new musical video starring Jason Kelce and Liquid Death’s Murder Man mascot that takes aim at the growing water demands of AI data centers.
Some large data centers can consume millions of gallons of water per day, much of it associated with cooling the computer systems that increasingly power artificial intelligence and cloud computing. So Garage Beer and Liquid Death decided that rather than waste all that perfectly good water, maybe the servers should be cooled with something humans produce naturally.
The video begins with Kelce collecting his own contribution before emerging into the outdoors and launching into an absurd singalong calling on Americans to donate theirs as well.
Soon he’s surrounded by a growing chorus of people carrying suspiciously yellow jars while singing about saving humanity by peeing on computers.
Yep, it’s intentionally stupid. It’s also pretty funny.
And underneath the bathroom humor is a legitimate issue. The rapid construction of AI data centers has raised concerns in communities around the country about their demands on local water supplies and electrical grids. Garage Beer and Liquid Death aren’t offering a serious solution, obviously, but they have found a memorable way to draw attention to the conversation.
The collaboration also makes sense from a marketing standpoint. Liquid Death has built much of its identity around outrageous comedy, while Garage Beer has increasingly followed its own similarly irreverent path. Put Jason Kelce in the middle of those two worlds and a musical about urine suddenly doesn’t seem quite as surprising.
The brands have even created a limited-edition “Liquid Death x Garage Beer Data Center Coolant Collector,” essentially an official container for your contribution.
Before anyone gets overly enthusiastic, however, the campaign is satire. The fine print specifically warns people not to actually mail urine to data centers.
Fans attending Cincinnati’s Oktoberfest from September 17 through September 20 will also encounter official “donation stations,” giving the joke a real-world extension without requiring anyone to explain anything to the Postal Service.
Garage Beer is now available in all 50 states, with its Classic and Lime lagers clocking in at 4% ABV, 95 calories and 3 grams of carbohydrates. And if the latest campaign is any indication, the Kelces aren’t planning on making Garage Beer advertising more conventional anytime soon.
Although we’re still not mailing anyone our pee.
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