Advertising Patagonia

```json { "Headline": "DON'T BUY THIS JACKET", "Hook": "", "Core Message": "It's Black Friday, the day in the year retail turns from red to black and starts to make real money. But Black Friday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red. We're now using the resources of one-and-a-half planets on our one and only planet.\n\nBecause Patagonia wants to be in business for a good long time—and leave a world inhabitable for our kids—we want to do the opposite of every other business