Although it is an ad we may never see on TV, but Patagonia is planning to run its first television commercial in its 45-year history to urge support for protecting America’s public lands.

The ad, which features Yvon Chouinard, Patagonia’s founder, can be seen below.

In a note released to media, Corley Kenna, Patagonia’s senior director, global communications and public relations, said that in a nearly $700,000 media buy, Patagonia has purchased statewide television and radio time in the state of Montana, the home state of Interior Secretary Ryan Zinke. The ad reminds Zinke of his past comment, “Our greatest treasures are public lands.”

Additionally, the company purchased television and radio in Utah because Bears Ears and Grand Staircase Escalante National Monuments could be recommended to be rescinded. Patagonia will also be on the radio in Nevada where Gold Butte and Basin and Range National Monuments are also under threat.

 

In a statement, Patagonia President and CEO Rose Marcario said, “The national monuments under review are a critical part of our national heritage and these lands belong not just to us, but to future generations.  We stand with the millions of Americans who spoke out in support of keeping protections in place for public lands.  We hope Secretary Zinke will remember his roots and his words and protect these ‘national treasures.’”