An apparel company ran a full page advertisement showing one of its jackets.
The headline said do not buy this jacket.
The copy explained the environmental cost of producing it and suggested the reader consider whether they needed another one.
Sales increased.
That outcome gets cited constantly as proof that anti-consumerism sells, which is close to the opposite of what actually happened.
What happened is more interesting, and it explains how a company can genuinely mean something while also benefiting enormously from saying it.