Jason Kelce co-owns Garage Beer with his brother Travis|@drinkgaragebeer|X

Garage Beer and Liquid Death are taking aim at AI’s water footprint with a viral ad.

Jason Kelce, who co-owns the beer brand with Travis, sings the tongue-in-cheek lyric, “Let’s pee on computers together and save humanity,” as the campaign jokingly asks people to mail urine to data centers of their choice to replace some of the nearly 5 million gallons of water reportedly used daily for cooling.

The ad has hit a nerve. It capitalizes on the widespread hatred for data center projects in the US.

A recent Gallup poll reveals that more than 7 in 10 Americans oppose building AI data centers in their local areas.

Meanwhile, tech giants are fighting back with PR efforts. Meta and OpenAI are hosting open houses and touting local job creation. And Amazon, Google, and Microsoft signed a White House pledge this year to cover their own electricity costs.

Coming back to the ad, it adds legal disclaimers at the bottom instructing viewers not to actually mail their pee.