June 26, 2026 Polaroid has launched a new advertising campaign criticizing data centre water consumption as concerns about the environmental impact of artificial intelligence infrastructure continue to grow. The campaign, which includes billboards in the United States, the United Kingdom and South Korea, also addresses generative AI and smartphone use.
One billboard, displayed at locations including New York’s Coney Island beach and London’s King’s Cross, Bethnal Green and Hackney tube stations, carries the message: “Go jump in some water before the data centers drink it all up.”
The campaign is also being promoted on social media. Patricia Varella, Polaroid’s creative director, said the company is seeking to challenge society’s relationship with technology rather than reject it outright.
“While our campaigns are provocative and challenge our relationship with technology, we’re not anti-digital,” Varella stated. “We know we have to live alongside it, but we’re deeply pro-human, and know what humanity gives us.”
The campaign reflects broader opposition to data centre development in some communities, where concerns have been raised about water consumption, energy use, air quality, tax incentives and the local economic benefits of such facilities. According to a Gallup poll conducted in March, half of respondents who expressed opposition to data centres cited concerns over resource use.
Data centre water consumption has become a prominent issue in debates surrounding the expansion of AI infrastructure. Some facilities use evaporative cooling systems that consume significant amounts of water. However, many newer facilities are adopting closed-loop cooling systems designed to reduce water use.
Research from Lawrence Berkeley National Laboratory found that data centres consumed approximately 17.4 billion gallons of water in 2023. The study noted that, while substantial, the figure is lower than estimated annual water use for swimming pools, which consume about 200 billion gallons, and golf courses, which use roughly 476 billion gallons.
Microsoft chief executive Satya Nadella said earlier this month that water use at data centres employing closed-loop systems is comparable to that of a single restaurant. Amazon Web Services revealed that its global data centres consumed 2.5 billion gallons of water in 2025. Nvidia also announced this week that its latest DSX reference design operates without water consumption under normal conditions, using closed-loop cooling systems without evaporative water cooling except during limited periods in certain climates.
Opposition to data centre projects has already resulted in moratoriums on new developments in several municipalities across the United States.
