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NFL fans did little to hide their confusion after Jason Kelce attempted to lead a pee drive as part of a bizarre ad campaign for his beer brand, Garage Beer, and canned water company Liquid Death. In a now-viral commercial making the rounds on social media, Kelce — who conceded his wife may be unhappy with him following Travis Kelce and Taylor Swift’s wedding — disclosed his outlandish plan to help cool down AI data centers across the nation. "AI data centers waste millions of gallons of water," Kelce explained while appearing to drain his snake into a jar. "We want your pee to cool these data centers.” Kelce then broke out into a song and dance while frolicking through a meadow alongside the Liquid Death mascot. The former Philadelphia Eagles center belted out lyrics, “We want your pee, please give us your pee,” as well as “Let’s pee on computers together” and “Cause we need lots of pee, endless gallons of pee.” Kelce concluded by urging viewers at home to “join our important endeavor” by drinking a Garage Beer or Liquid Death Sparkling Energy drink, and sending “your pee to the AI data center of your choice.” At the bottom of the ad, a statement in fine print reads: "The suits want us to tell you to please don't actually send your pee." Yet that didn’t stop Garage Beer and Liquid Death from releasing a custom line of Beer Data Center Coolant Collector, which are “limited edition resealable jars” that have already sold out. Taking to social media, droves of NFL fans struggled to wrap their heads around what they just watched. “Don’t ask me why I watched this whole video because honestly I’m not even sure why,” one X user wrote, with another adding: “Why do I feel like this is something I'd see in a fever dream sequence of an Adam Sandler movie from the late 90s?” A third chimed in, “I can’t tell the point for this ad. If you wasted marketing dollars on this someone should be fired. Also, what’s Jason Kelce's address, need to send him some piss.” When Kelce isn’t encouraging his followers to collect pee, the 38-year-old’s focus will largely center around his ever-growing role at ESPN. On Wednesday, the network unveiled its complete Sunday and Monday NFL coverage for the 2026 season, with Kelce set to join Dave Pasch and Kurt Warner for four of the NFL Network’s seven games this year. Kelce is slated to work multiple international contests, including the Colts vs. Commanders in London on October 4, Eagles vs. Jaguars in London on October 11, and Steelers vs. Saints in France on October 25. He will also appear in the broadcast booth for one of the two NFL Network games on Saturday, December 26. Kelce will continue his role as a pundit on ‘Monday Night Countdown,’ with Jason McCourty and Pat McAfee additionally joining the pregame television show.