• by Teresa Buyikian , 3 hours ago

When two beverage brands unite for a common cause, the result, at least in the case of Liquid Death and Garage Beer, is a hilarious video proposing a creative solution to the water issues caused by AI data centers.

Last week Liquid Death and Garage Beer released a new music video, staring Garage Beer co-founder Jason Kelce himself, where the footballer asks Americans to drink their beverages and, subsequently, donate the resulting urine to help cool data centers instead of water.

The video, seen here, opens on Kelce in a bathroom, his back to the camera, as he relieves himself and explains, “AI data centers waste millions of gallons of water. That's why Liquid Death and Garage Beer have decided to team up. We want your pee to cool these data centers.”

Kelce breaks into song, “We want your pee. Please give us your pee. Let's pee on computers together and save humanity…” as he walks through a bucolic field, accompanied by random farmers, a skateboarder, businessmen, the Liquid Death mascot and other characters, all singing along while carrying containers of pee.

“[The inspiration for the video] started as a kernel of a funny idea about peeing on data centers to cool them. But … the more we rolled it over in our heads, the more it made sense,” explained Andy Pearson, vice president of creative at Liquid Death, to Marketing Daily.

“Garage Beer is a light beer. Liquid Death Energy is the light beer of energy drinks. It made sense that together, we could help people produce more pee to cool data centers. Knowing that Jason could be involved, we were thinking how he could fit in, and he actually loves singing. He’s recorded Christmas albums. So we watched a lot of old musical numbers from the heyday of big celebrity-driven charity work in the ’80s, and it all started to fall into place.”

The video, which had a limited social media spend, has since garnered over 3.3 million views across Liquid Death and Garage Beer's owned social channels. The brands have also released a limited-edition Liquid Death x Garage Beer Data Center Coolant Collector, available here.