Drinks companies Liquid Death and Garage Beer have teamed up in a promotional campaign that taps into a growing anti-data center movement.

The two firms released a music video asking for urine to cool data centers, instead of other water sources.

"AI data centers waste millions of gallons of water," former NFL player and Garage Beer co-founder Jason Kelce says in the video.

"That's why Liquid Death and Garage Beer have decided to team up: We want your pee to cool these data centers."

Later, he sings: "Let’s pee on computers together and save humanity."

The two companies also launched a limited edition resealable glass mug called a 'data center coolant collector,' which is already sold out. Purchasers are encouraged to "fill these and send to the data center of your choice."

The advert follows a similar effort from analog camera company Polaroid, which in June ran billboards with messages that included “go jump in some water before the data centers drink it all up."

The campaigns are part of a broader anti-data center movement, which has seen concerns over AI facility water usage go viral.

Despite these claims, data center water usage is a lot more complex. Some facilities do indeed use evaporative cooling, which can require a relatively large amount of water, but modern AI facilities increasingly turn to closed-loop systems that dramatically reduce consumption.

Lawrence Berkeley National Lab found that data centers consumed around 17.4 billion gallons of water in 2023, substantially lower than the 200 billion used for swimming pools or 476 billion for golf courses.

For closed-loop systems, Microsoft’s CEO Satya Nadella in June claimed that a data center's water usage was roughly equivalent to that of a single restaurant. AWS said that its global data centers consumed 2.5 billion gallons of water in 2025.