The battle for public lands will be fierce, Do not count out the millions of hikers, birders, campers etc.

On Sunday, Patagonia released its first TV commercial since its founding 44 years ago. Rather than selling outdoor gear, the one-minute commercial comes out against the selling off of America’s national parkland to private interests.

The ad features the clothing company’s founder, Yvon Chouinard, who asks viewers to pressure Interior Secretary Ryan Zinke to protect public lands. Zinke gave President Trump recommendations this week to shrink four outdoor national monuments, as a followup to Trump’s April executive order to review national monuments over 100,000 acres.

Reassessing public land worries environmentalists, ranchers and others because it would potentially reopen the lands to corporate use. Trump has tried to misrepresent federal protection of land as a “massive federal land grab.”

Patagonia’s commercial, which cost $700,000 to produce, features stunning landscape shots of national parks, as Chouinard calls out the “few self-serving politicians” who want to make money from selling off public lands. He explains that, “Behind the politicians are the energy companies and the big corporations that want to use up those natural resources. It’s just greed.”