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The Last Repair Shop

The Last Repair Shop

How Patagonia turns mending into a movement—and loyalty into legacy.

Javier García
October 31, 2025 • Estimated Reading Time: 5 minutes

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Introduction

Welcome to another exciting week!

Best Ad of the Week
Latest Trends and News
Weekly Tip
Weekly Challenge

Best Ad of the Week

Patagonia – “The Last Repair Shop” (2025 Sustainability Campaign)

Patagonia’s “The Last Repair Shop” focuses on the brand’s Worn Wear initiative, which repairs and resells used outdoor gear. The ad follows a Patagonia technician who has been fixing jackets for 25 years, mending torn zippers, patching sleeves, and listening to the stories behind every item. It ends quietly with: “Better than new. Because it’s yours.”

Key marketing lessons
• Elevate repair over replacement: By turning sustainability into an emotional story instead of a corporate statement, Patagonia reinforces that responsibility is part of its identity—not a trend.
• Make craftsmanship cinematic: Close-ups of worn fabric, stitches, and scars give beauty to imperfection—turning “used” into a badge of character.
• Sell philosophy, not product: The ad doesn’t push new releases—it deepens brand meaning, strengthening loyalty and trust.
• Let real people tell the story: Featuring an actual employee brings authenticity. It’s not an actor; it’s a craftsman who lives the brand’s values.
• Silence as sincerity: Minimal dialogue and natural sound make the ad feel genuine, not performative—a rarity in sustainability marketing.

Takeaway:
Patagonia shows that marketing can move hearts without selling anything new. When a brand’s actions match its words, storytelling becomes proof—not persuasion.

Latest Trends and News

WPP Launches AI Tool for In-House Brand Campaigns
WPP has unveiled WPP Open Pro, an AI platform that lets brands plan, create, and manage ads without relying on agencies. The move aims to meet growing demand from companies bringing creative work in-house while keeping access to WPP’s tech and data.

McDonald’s Tests Fully Automated Stores
McDonald’s has started rolling out next-generation restaurants with AI-driven menus, robotic fryers, and voice-ordering kiosks. The pilot, called “The Menu of the Future,” promises faster service and personalised recommendations—redefining quick-service marketing around experience and efficiency.

Aerie’s “No AI” Pledge Sparks Record Engagement
Aerie’s public commitment to exclude AI-generated models from its campaigns has gone viral. The brand’s Instagram post featuring “100 % real people” became its top-performing content of the year, reinforcing that authenticity still drives attention in the AI era.

Weekly Tip

Add a Human Touch

People connect with people, not faceless brands. Show the human side behind your work.

• Share personal reflections or lessons learned
• Use real photos instead of only stock images
• Write as if you’re talking to a friend, not an audience

Authenticity builds relationships—and relationships build loyal communities.

Weekly Challenge

Educational Reel Sprint

This week, create three short educational reels:

• Choose one topic your audience often misunderstands
• Break it into three bite-sized lessons—one per reel
• Keep each under 30 seconds with clear text or captions
• Post them on alternating days and track saves and replays

Quick, valuable teaching builds authority and keeps followers coming back for more.

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