Video spotlight

Video spotlight: Patagonia's first TV ad

Outdoor manufacturer and retailer Patagonia took a bold step recently and produced the company’s first-ever TV ad.

Was the commercial about the new Patagonia waders that pack down into a bag the size of a loaf of bread? Or the company’s new offerings in raingear or light-weight climbing attire?

No. To all of the above.

The company’s first-ever television ad is a passionate defense of America’s public lands from Patagonia CEO Yvon Chouinard. Chouinard clearly states that his business is built on customer access to public lands. He also notes that public lands belong to all Americans, and that public lands are a big part of America’s heritage.

It’s a bold move from an outdoor company, albeit one that has always had and activist streak. We’ll see if others in the outdoor manufacturing and retailing space pick up the torch with advertising, too. Public lands are the cornerstone of the outdoor recreation industry. It’s good to see companies in the industry being more active in the defense of our birthright.

— Chris Hunt

By Chris Hunt.