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Turning Fashion Inside Out: How Patagonia’s ‘Unfashionable’ Ad Drove a 24-Point Surge in Purchase Intent
When being “unfashionable” outperforms product-focused creative across every metric. The Challenge Patagonia has built one of the most purpose-driven brands in retail — championing durability, recyclability, and environmental responsibility for decades. In an industry responsible for significant global emissions, they’ve carved out a fundamentally different position: make quality gear that lasts, treat the planet well,…
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Super Bowl TV Ads and the Second Screen Phenomenon
Why attention quality determines ROI for commercial ad spots during the Super Bowl. Every year after the Super Bowl, the same ritual plays out: hot takes, rankings, and debates over which brand “won the night” with their commercial. But when a single 30-second ad spot costs upwards of $8 million before production, the real question…