Silicon Valley billionaires trolled by trendy clothing brand with Bay Area billboard campaign

Take that, tech bros.

A savage new billboard campaign from Columbia Sportswear takes aim at the Doomsday-prepping multi-billionaires of Silicon Valley who hope to survive the apocalypse in their decked-out bunkers.

“Sam, Jeff and Peter may have their bunkers. Maybe it’s time someone useful got one,” the billboard reads.

Seven of the provocative ads will appear across the Bay Area starting today, Willamette Weekly reported.

The ads appear to target OpenAI CEO Sam Altman, Amazon founder Jeff Bezos and Palantir chairman Peter Thiel, each of whom are known to have constructed their own “doomsday bunkers” in preparation for a potential societal collapse.

A 2016 profile in The New Yorker revealed Altman to be a doomsday prepper, detailing a conversation where he said he stockpiles guns, gold, antibiotics, batteries, water, and more, as well as maintains land in Big Sur he can escape to.

Bezos shelled out $79 million for a “billionaire bunker” property in Florida in 2023, while Thiel is currently constructing an elaborate bunker at his New Zealand property.

The ads are part of Columbia’s “Don’t Panic Room” promotion, where the brand is giving away one free “panic room” bunker, made from a shipper container. The bunker comes with everything you’d need to survive the end of the world: survival gear, a bunk bed, kitchen and dining area, composting toilet, and even a robotic dog named Rocky.

The bunker also comes with plenty of Columbia gear, including jackets and footwear, as well as $35,000.

In order to win the bunker, fans can a video showing their your survival skills. Entrants will be judged on the quality of their survival skills, their adaptability and problem solving, and their creativity.

And don’t worry about transportation, the lucky winner will have the bunker delivered directly to their home.

“Since the beginning of time, people have predicted the end of the world. I don’t really buy into all that stuff,” Columbia Sportsear CEO Tim Boyle said in a promotional video.

“But since Columbia helps protect you from nature’s worst, we figured, better safe than sorry. So we’ve created the Don’t Panic Room. A real-life, 40-foot survival bunker that’s engineered for whatever.”

Columbia is accepting submissions now through November 24.

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