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Outdoor apparel and gear brand runs first TV ad


Patagonia is running the first-ever television spot in its history, but the message has nothing to do with the outdoor apparel brand's merchandise.

In the ad, company founder Yvon Chouinard speaks about the importance of protected public lands, such as the Bears Ears national monument in Utah, and asks viewers to contact Secretary of the Interior Ryan Zinke, and remind him of his past comment in which he said, “Our greatest treasures are public lands.” To see the spot, click here.

On Aug. 24, Zinke will make an announcement about 21 national monuments that are “under review.”

In a note to media, Corley Kenna, director, global communications and public relations at Patagonia, said that in a nearly $700,000 media buy, Patagonia purchased statewide television and radio time in Montana, home state of Interior Secretary Ryan Zinke. The company also purchased television and radio in Utah, where two of the monuments up for review are located, and radio time in Nevada where two other national monuments are also for review. The ad is also being promoted on social and digital media.

“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," stated Rose Marcario, president and CEO of Patagonia, which has a long history of social and environmental activism. "We stand with the millions of Americans who spoke out in support of keeping protections in place for public lands. We hope Secretary Zinke will remember his roots and his words and protect these ‘national treasures.’ This is not about politics or partisanship – it’s about standing up for places that belong to future generations."

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