“One Tough Mother” Outwits Ad Man Turned Armed Robber

We all know what tough times have hit the nation and the ad business, in particular. But for some, the road has been more than a bumpy ride, it’s been a nightmarish slide into oblivion.
Nestor Gabriel Caballero Gutierrez, for instance, used to run Creativa Advertising in Portland, which lists Safeway, PGE, Pacific Power and other big brands as clients. Today, Guitierrez is in Clackamas County jail after police apprehended him in the Gert Boyle break-in.
According to The Oregonian, the 86-year-old chairwoman of Columbia Sportswear was just returning to her West Linn home at nightfall Wednesday when the man followed her into her garage, offering a package. He then pulled a semiautomatic handgun and said he wanted money and jewels.
Boyle pretended to go along with the gunman, telling him she had to disable the home alarm system. Instead, she calmly pushed the silent panic button, which alerted the alarm service and, in turn, the police.
Gutierrez tied Boyle up and ransacked the home. When the police arrived, he jumped from a 25-foot balcony off the back of the home and fled into the ravine.
At 11:20 p.m., an officer spotted a bedraggled man limping outside a McDonald’s restaurant. West Linn police arrested Gutierrez (who had Boyle’s jewelry stashed on his person) shortly before midnight. He’s now facing burglary, robbery and kidnapping charges.
According to KATU, Immigration officials have an ICE (Immigration and Customs Enforcement) hold on Gutierrez, who is originally from El Salvador. Oregonian reporter Rick Bella says a hold doesn’t automatically mean the person is here illegally, just that there’s suspicion around the person’s legal status.
Boyle also immigrated to the United States. She fled Nazi Germany with her family when she was 13. After making it to Portland, her father bought Rosenfeld Hat Co. and renamed it Columbia. Boyle took the helm in 1970 and turned the former hat company into a billion dollar outdoor recreation brand. She is, after all, one tough mother.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.