Umbrellas Everywhere: Fun or Profit?

I had an interesting thought that could be used two ways. It rained here in Los Angeles and it gave me the chance to do something I love. I walked up and down Melrose with my umbrella and offered it to people who were without one. They were very grateful and surprised that someone would help them like that here in LA. Doing this I thought of the public improv group called Improv Everywhere, wherein they create events in public areas, you know, stores, subways, malls. They are a very funny and create memorable scenes during unmemorable moments of life. I had the idea that they should all go out when it rains and do the same thing, but in a more crowded area. I picture dozens of people all wearing the same outfit, walking around offering their umbrellas. Then, I had the more cynical and some would say shrewd idea to turn this into a marketing ploy. The umbrella careers become walking billboards so to speak with ads on them and even turning the umbrella into a sort of billboard. Maybe for a coffee company, they paint the umbrella to look like a coffee cup turned upside down and the people underneath are in it. Think what kind of free publicity they would get if one day 20 large coffee cup looking umbrellas in the rain were walking around with people under them. It would be funny and the company would be seen nicely as helping strangers in the rain. It needs some fleshing out, but there's something there. PS: As I write this I'm also watching Rear Window with James Stewart and Grace Kelly. They are just talking about what makes art and ideas and Grace said there has to be an element of surprise. I agree.