"What on first read comes off as a fatalistic resignation, when read backwards becomes a defiant call to action. It’s an overall sentiment that appropriately embodies the outlook of Patagonia founder Yvon Chouinard. While he told The L.A. Times as far back as 1994 that the plight of the earth amid climate change was “hopeless,” he remains unwaveringly committed to doing the hard work for the best possible outcome.

"We live in a time of elaborate advertising across any and every media. The power here is in the ad’s creative simplicity. The reversible copy, using words alone to create two opposing ideas in one statement, grabs your attention by forcing you to reconcile your own battle between optimism and cynicism. It’s expressed in one of the most rudimentary forms of marketing we have left—a print ad! It’s the advertising equivalent of a perfectly cooked steak.

"The new ad is part of Patagonia’s broader 'Buy Less, Demand More,' campaign around Black Friday and Cyber Monday, which includes a more straightforward pitch for the brand, outlining just how it’s working to get to a more healthy future, and how we as consumers can help."

Article: Patagonia’s Reversible Poem Ad is a Check on Runaway Black Friday Cyber Monday Spending