After Lowes created some open ad time, Russell Simmons filled it in a high profile way.
The music legend and entrepreneur tweeted on Monday that he bought all the remaining ad space on "All-American Muslim," the TLC reality show that has been at the center of a recent media buy controversy.
"Just purchased remaining spots for #allamericanmuslim for next week," he wrote. "The show is now sold out! keep your money @lowes and we will keep ours."
Corporations such as Lowe's have pulled their ads from the show, under pressure from conservative protests led by the Florida Family Association. Simmons has called for a boycott of Lowe's, pushing a petition via Twitter.
This isn't the first time Simmons has put his substantial wealth towards public activist causes; in November, he offered to pay for the cleanup of Zuccotti Park, in support of the Occupy Wall Street movement.