Patagonia has released a TV commercial to support the protection of public lands in the U.S., the first TV ad since the founding of the company in 1972. The ad shows stunning landscape shots of national parks while Yvon Chouinard, Patagonia's founder, explains why the conservation of public lands is so important. In the ad, Chouinard also urges outdoors lovers to join the fight to protect public lands, which he calls “our heritage.” Ryan Zinke, the U.S. Interior Secretary, had recently recommended President Donald Trump reduce the size of four outdoor national monuments. Zinke's recommendation followed President Trump's executive order to review national monuments with a surface of more than 100,000 acres in April. Patagonia's commercial reportedly cost nearly $700,000.