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Over Patagonia's 44 year history it has never aired a single commercial, up until now. From the early roots of Patagonia in 1973, founded by environmental activist Yvon Chouinard, Patagonia has always viewed capitalism with a different lens.
You likely own Patagonia clothing and if not, you certainly have heard of Patagonia. The apparel giant is estimated to reach $209 million in 2017 revenue all without running a single television ad. That is, up until now, when Patagonia ran its first ever advertisement.
The goal of the ad isn't to boost sales or drum up excitement on a new product launch, but to highlight the need to protect America's public lands. Patagonia's first, and perhaps last, advertisement taps into one of Patagonia's core values of protecting and preserving our lands. A value that was instilled by founder Yvon Chouinard.
Patagonia invested $700,000 in a minute long television advertisement largely featuring Yvon Chouinard discussing the need to protect and cultivate America's public lands.