This guerrilla gardening ad is part of Columbia's "Pioneers" ad campaign. Apparently, guerrilla gardeners wear Columbia's "Chill Dude TM" shirt, Pagora sneakers, and Omni-Dry Silver RidgeTM cargo shorts. True, that is the Posse's standard uniform.
At first, I thought that Columbia had cast a bunch of commercial actors to pretend to be guerrilla gardeners. But the people in the ad are actual, real, live guerrilla gardeners, in Los Angeles. (Living in LA, they might be commercial actors as well.) Check out the long version:
Columbia is not exactly being original. Adidas did a guerrilla gardening campaign, for their Grun shoes, which supposedly use fewer resources. Here's the ad:
Richard Reynolds, founder of guerrillagardening.org, had been approached by Adidas to help them with the short film. He commented on a blog, "It was a load of glossy fakery and I said “NO WAY”. He went on,
Look closely though, not only are they all wearing Adidas, but they’ve magically planted full grown sunflowers and fruiting trees and stuffed everything together as if it was a flower arrangement in a Hello home. This is horticultural nonsense, it’s guerrilla gardening as a makeover TV show … and it’s quite likely the plants are plastic.So has guerrilla gardening gone "mainstream" yet? Or do you think that these guerrilla gardeners featured in the ad have sold out? And is that a bad thing? Why do you think these brands want to associate themselves with guerrilla gardening?
I'd love to hear what you think in the comments.