LibraryNowOriginsOddsMechanicsMCP

Kinds

Campaign380Product91Food & drink27App & software56Film24Series24Music60Game115Book22Creator moment54Meme & format109Trend & aesthetic38Activity58Moment89
PricingPrivacyTermsRefundsPress
Library/Campaign/Patagonia: Don’t Buy This Jacket
Grade B9 sourcesHIS-01100

Patagonia: Don’t Buy This Jacket

Campaign · 2011 · Niche

18Editable slideCertificate

A 2011 Black Friday ad turned an anti-consumption message into a retail debate.

Patagonia 2011 Don’t Buy This Jacket print advertisement. Original black-and-white campaign creative reproduced in a 2018 retrospective.
Patagonia; reproduced by The Big Ad · Original black-and-white campaign creative reproduced in a 2018 retrospective

Spread Score

How it works
ReachNo data yetContagion35Breadth0VelocityNo data yetLongevityNo data yet18

Numbers

Milestone date
Week of Nov 28, 2011
Nov 25 ’11 to Week of Nov 28, 2011
Platforms
2
Started on Press
Origin
Paid
Fashion & accessories

Mechanics

  • PairingPrimary
  • Transgression

How it spread

Trace the origin

The Black Friday ad extended September’s Common Threads pledge, repair promise and eBay resale route. Semi-Rad adapted its premise to everyday consumption choices. Later pledges and resales describe the broader program, not effects isolated to the ad.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Sep ’11OctNovDecJan ’12FebAprJunAugOctDecOpen webPress
Open webPress

5 more events on this chart

Join free to see them

Timeline (8)

  1. September 2011

    Patagonia and eBay precursor · Sep 7 ’11

    Common Threads launched repair commitments and a resale marketplace before the Black Friday ad.[7]

  2. November 2011

    Campaign organizer seed · Nov 25 ’11

    Patagonia placed Don’t Buy This Jacket in The New York Times on Black Friday.[1][2]

  3. Campaign organizer platform jump · Nov 28 ’11

    Patagonia’s website repeated the message and invited a consumption-reduction pledge.[6]

Origin
Paid
Sector
Fashion & accessories
Region
US
Reported figure
—
Evidence
Grade B

Spread the same way

e.l.f. x Liquid Death Corpse Paint

YouTube · 2024

62
Corpse Paint by Liquid Death x e.l.f. Cosmetics

8B impressions

Taco Bell: Freeing Taco T***day

Open web · 2023

53
Taco *Bleep* (Commercial) | Taco Bell

21B impressions

A Recipe for Seduction

X · 2020

52
A Recipe for Seduction | Presented by Kentucky Fried Chicken | Full Mini-Movie | Lifetime

1.8B impressions

State Farm: Batman vs. Bateman

YouTube · 2025

52
Jason Bateman tried to protect Gotham while Batman rescued him in a State Farm insurance commercial.

2.1B impressions

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

Join free
Log inJoin free
Sep ’11OctNovDecJan ’12FebAprJunAugOctDecOpen webPress
Open webPress

5 more events on this chart

Join free to see them

  1. September 2011

    Patagonia and eBay precursor · Sep 7 ’11

    Common Threads launched repair commitments and a resale marketplace before the Black Friday ad.[7]

  2. November 2011

    Campaign organizer seed · Nov 25 ’11

    Patagonia placed Don’t Buy This Jacket in The New York Times on Black Friday.[1][2]

  3. Campaign organizer platform jump · Nov 28 ’11

    Patagonia’s website repeated the message and invited a consumption-reduction pledge.[6]

  1. milestone · Week of Nov 28, 2011

  2. owner response · Dec 1 ’11

Join free to see the other 5 events and the full chart. Free, on every case.

Join free

Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 2 sourced numbers and 9 sources. Start with a free account.

Join freeGo Pro