Jason Kelce’s "Pee on Computers" Ad Sparks Viral Debate, Raises USPS Concerns
PHILADELPHIA, PA – Former NFL center and current co-owner of Garage Beer, Jason Kelce, has once again captured national attention, this time not for his prowess on the football field, but for his starring role in a bizarrely humorous, yet provocative, ad campaign. The campaign, a collaboration with canned water brand Liquid Death, features Kelce advocating for an unconventional solution to the perceived environmental impact of AI data centers: mailing human urine.
The ad, which has rapidly gone viral, opens with Kelce standing next to a toilet before turning to the camera, holding a glass jar filled with a conspicuously dark yellowish liquid. He declares, "AI data centers waste millions of gallons of water," before launching into a catchy, if somewhat unsettling, song with the chorus, "Let’s pee on computers together."
The campaign culminates with a scene at a "Post Office," where a chorus of individuals, complete with an American flag backdrop, are seen handing jars of their "data center coolant" to a bewildered postal worker. These "limited edition resealable jars" are now available for purchase on Liquid Death’s website for $18, accompanied by the tongue-in-cheek description: "Mailing your pee to AI data centers has never been easier."
However, a small but crucial disclaimer at the bottom of the ad reads: "The suits want us to tell you to please don’t actually send your pee." This warning is not without merit, as the United States Postal Service (USPS) has clear regulations regarding the mailing of biological materials.
While USPS rules do permit the mailing of certain human "excreta" for routine testing, such as drug or alcohol screenings, these require stringent packaging standards, including leakproof containers, absorbent materials, and rigid outer packaging. A mason jar of urine intended as a comedic, or indeed, literal, cooling solution for a data center falls well outside these guidelines. The exemption specifically applies to specimens for testing, not bodily fluids sent as a prank or an unconventional system. Furthermore, USPS regulations explicitly prohibit the mailing of non-hazardous liquids not properly packaged, and anything that produces an "obnoxious odor" is deemed nonmailable. USPS declined to comment on the matter.
The "data center back(sp)lash" campaign, as it has been dubbed, is a deliberate attempt to tap into a growing public sentiment. Andy Pearson, Liquid Death’s Vice President of Creative, explained that the campaign aimed to unite people on an issue where there’s surprising consensus: "There are many things that Americans can’t agree on, but opposition to AI data centers is the one thing almost everyone can agree upon across the political and cultural spectrum."
Indeed, opposition to the proliferation of data centers has become a significant concern across the political spectrum. Communities nationwide have voiced anxieties regarding their substantial water consumption, immense power demands, and the potential strain on local infrastructure. This backlash persists despite the AI industry’s claims of improving water efficiency, investing in local communities, and striving to minimize their impact on electrical grids.
Drew Pusateri, a communications officer at OpenAI, highlighted this tension on X (formerly Twitter) by sharing an image of Kelce with his jar of supposed urine. Pusateri acknowledged that while "a meaningful chunk of the industry has taken a lot of the initial criticism pretty seriously and you’re seeing changes in water use tech, grid impact, community investment etc," the viral nature of the Liquid Death ad suggests a "long road ahead for AI labs on the public-persuasion front."
The Kelce-fronted campaign, with its audacious and humorous approach, has undoubtedly succeeded in generating a conversation. However, it also serves as a stark reminder of the challenges facing the AI industry in convincing the public of its environmental responsibility, especially when faced with such an unforgettable, and legally questionable, call to action.
