Patagonia releases first TV ad to protect public lands

By

Cassidy Mantor

Published
Aug 23, 2017

Patagonia ran its first-ever television ad this past Sunday. The ad campaigned directly at Secretary of the Interior Ryan Zinke to protect public lands.

In the ad, Patagonia founder Yvon Chouinard narrates about how public lands have never been more threatened than they are now. The video and images showcase photos capturing natural beauty in some of America's national monuments. No product is directly featured and the ad does more to market the brand than any specific product.

Zinke votes on Thursday, August 24th whether or not to preserve the remaining 21 national monuments as public land. Patagonia's ad cost $700,000 and airs in Zinke's home state of Montana.

Patagonia also bought broadcast television and radio space in Nevada as well as in Utah, which is home to the hotly contested Bear Ears National Monument and Grand Escalante National Staircase. Patagonia began its recent activism in Utah when state politicians appeared to side with the Trump Administration who wanted to remove protection of the public lands to mine for natural resources.

Patagonia has bridged the gap between retail and politics. The company led key retailers to pull out of Salt Lake City's Outdoor Retailer unless the trade show relocated. The show which brought over $40 million dollars annually to the local economy announced its new home in Colorado starting this November.

Patagonia President and CEO Rose Marcario said, "The national monuments under review are a critical part of our national heritage and these lands belong not just to us, but to future generations."

Patagonia's Senior Director of Global Communications and PR Corley Kenna said, "This is not about politics or partisanship – it's about standing up for places that belong to future generations." Kenna explained the company's goal with the ad is that it wants to spread awareness and target the administration to make clear its position on what the company feels is an issue that hits very "close to home."

Patagonia is also airing the ad on its social media and homepage. Over 150,000 views have been logged on Instagram.