In its 60 years as one of the leading apparel companies in the outdoor industry, Patagonia has never run an advertisement on television.

That changed a few days ago when the company purchased a 700,000 TV spot, featuring the company’s founder and staunch public land advocate Yvonne Chouinard.

In the one minute video, Chouinard reflects on the important role that public lands played in the founding if his now thriving business empire and laments about the threats facing America’s public lans in the current political climate.

“Public lands are under threat now more than ever because of a few self-serving politicians who want to sell them off and make money,” Chouinard says in the video. “Behind the politicians are the energy companies and the big corporations that want to use up those national resources. It’s just greed—this belongs to us—this belongs to all of the people in America.”

The ad was released in anticipation of tomorrow’s national monument deadline, which will require Secretary of the Interior Ryan Zinke to submit his recommendations for the future of 27 national monuments across the United State—stretching form California to Maine.

At least 15 of the monuments are considered vulnerable to revision, reduction or even complete reversal.