Back Market · United States, United Kingdom, France, Germany, Spain · 2026Film · OOH · Social
The Back Market Promise.
Back Market’s founder makes an extravagantly personal quality pledge in a comic film intended to build confidence in refurbished technology.
- Brand
- Back Market
- Agency
- Mother London
- Market
- United States, United Kingdom, France, Germany, Spain
- Region
- Global
- Year
- 2026
The challenge
Consumers can hesitate to buy refurbished devices because they doubt their quality. Back Market wanted to make its product promise memorable and credible.
The idea
Founder Thibaud Hug de Larauze appears beside his on-screen mother, Valérie, and takes the expression of swearing on her life to an absurd extreme: her possessions become the collateral for his promise. The campaign uses the contrast between the outrageous pledge and her understated reactions to communicate confidence. The rollout spans television, online video, outdoor, social and audio.
Case study source: Back Market Source ↗
Credits
- Brand
- Back Market
- Production
- Packer Productions
- Director
- Harold Einstein
- Executive Creative Director
- Tomas Coleman
