(Jerry) ‘Brown is the new green?’

California’s anti-drought slogan is “Brown is the new green,” even as Gov. Jerry Brown’s environmental bona fides are at issue during his re-election campaign.

Coincidence? Absolutely… but let’s exploit it anyway!

Brown is the new green lawn signThe slogan aims to make property owners feel better about letting their lawns shrivel. A state water agency last week approved unprecedented penalties for those who waste water, and Brown signed a bill into law Monday prohibiting homeowners associations from fining residents who don’t water their lawns.

Already the signs are proliferating. An Antioch golf course adopted the slogan a few weeks ago, and the Santa Clara Valley Water District on Friday announced a $500,000 summer ad campaign using the slogan. District spokesman Marty Grimes said the district is merely following in the state’s footsteps and it’s strictly non-political: “I think the message is pretty clear that it has nothing to do with the governor.”

But could it hurt the governor for his name to be deemed “the new green” as he seeks re-election against Republican challenger Neel Kashkari? Actually, there are more than a few environmentalists – especially opponents of fracking – who would say Jerry Brown is certainly not “the new green.”

Dan Newman, a consultant to Brown’s re-election campaign, said Friday this slogan is a zero-sum equation with an earlier, unofficial drought slogan. “Isn’t that cancelled out by the classic ‘If it’s brown flush, it down – if it’s yellow, let it mellow’?”

Likewise, Kashkari spokeswoman Mary-Sarah Kinner’s response to the slogan Friday was “If it’s yellow, let it mellow. If it’s brown, flush it down.”

Great minds think alike, no matter what side of the aisle.

Josh Richman

Josh Richman covers state and national politics for the Bay Area News Group. A New York City native, he earned a bachelor’s degree in journalism from the University of Missouri and reported for the Express-Times of Easton, Pa. for five years before coming to the Oakland Tribune and ANG Newspapers in 1997. He is a frequent guest on KQED Channel 9’s “This Week in Northern California;” a proud father; an Eagle Scout; a somewhat skilled player of low-stakes poker; a rather good cook; a firm believer in the use of semicolons; and an unabashed political junkie who will never, EVER seek elected office.