Yvon Chouinard and the American Express Members Project Commercial

Patagonia's founder, Yvon Chouinard, appears on an American Express commercial for their members project with Takepart.com. The piece was filmed in and around Ventura County by academy award winning cinematographer Robert Richardson and directed by Scott Hicks of "Shine" fame.

The dam that's featured is the Matilija Dam, an outdated monstrosity that sits 18 miles upstream from Patagonia HQ on a tributary of the Ventura River. With its crumbling concrete and silt filled reservoir, Matilija Dam no longer serves any beneficial purpose. Its removal would allow native Southern Steelhead trout to once again use the river to spawn, and give local beaches a much needed boost in sediments (more sand) from the steep canyons of Matilija Creek.

If successful, it would be largest dam ever removed in the United States.

All proceeds that Yvon receives from the commercial will be divided between five of environmental groups of his choice: Concervacion Patagonica, Atlantic Salmon Federation, Freedom to Roam Coalition, Native Fish Society and Save our Wild Salmon.

Category:

People & Blogs

Tags:

• commercial
• dam
• removal
• climbing
• pitons

[patagoniavideo]

Remember folks, calling each other names, besides being childish, is a sure fire way to get your comment removed. Two were deleted today for that reason. It's good to disagree, but it's better to disagree respectfully.

[bonepeeler]

Patagonia sucks. I'm going to do my own thing.

[nillis32]

@qwerty09877654321 .... just do some research on the dam's he's trying to destroy.

[GreatestOfAllTime96]

I love this commercial for 5 reasons. 1) Rock climbing is awesome 2) the view @0:11 is amazing 3) Its about nature 4) The music and 5)that dam that he took out is near Ventura where my gma lives

[jahtrout]

Yvon Chouinard is a natural treasure for so many reasons. But for me, his love of wild places is the defining part of his legacy!

[MattKratochvil1]

It's a selfish thing to protect nature because we are a part of nature it's self that is what he means in the video

[Chilililabombwe]

For those thinking we are running out of water - I was warned about that in a strategy session with a guru type three decades and his doomsday scenario did not come to reality. Also, Canada is abundant with water we are delighted to sell it to AmericansI I think we can all agree to keep the environment clean and it is people like Patagonia who give another view and I like that. But not to get people to live like they do in Africa. What amazes me is why do not go and live in Africa then?

[Alpuche2]

@qwerty09877654321

Before you make ludicrous assumptions....DO your HOMEWORK FIRST, thats the educated skeptic thing to do. Ventura County plans on using the water to preserve and save the ocean for life and people. We, the world is nearing the end of water reserves. The removal of the Matilija Dam with pervious roads,& other eco-friendly construction is to save water, create jobs by 10thousands, and save money. In the Camarillo area, they are building solar panals for the county.

[greengringo2003]

@jolati Yes!  The hard-core "environmentalists" are in it for the control over other people. They are not happy people. They have an inner sickness that won't permit themselves to even like themselves. We are talking mental illness, people.

[upproducer]

@MrDouglasXD

This and the two prior responses are some of the most unintelligent I've ever read. Are you serious? Think about it or the next Darwin award is for you and pals.

[jolati]

This is disgusting. So-called environmentalists won't be happy until we are all living in caves, freezing in the dark.

[qwerty09877654321]

I'm not liking AMEX because of this commercial. There's probably good reason to take out or upgrade some dams. But, there's lots of better reasons to HAVE a dam where human people are the priority... drinking water reserves, clean power, etc. Which outweighs concerns over minimal wildlife impact. Generically saying "bust down dams" is irresponsible and illogical. Being a free market is right; the issue is that these wackos use the government to force others to bend to their will, which is wrong.