Mother is bringing the drama to the mundane world of refurbished tech by introducing the founder of Back Market, Thibaud Hug de Larauze, and his mum. If the company breaks its promise to deliver quality tech, then mother de Larauze’s life is yours – down to every last paper clip.
Back Market is a French company that was most recently valued at £5.7 billion. Mother seems to be doing pretty well with big tech, with other clients including Anthropic and Coinbase, and this one comes with the bonus of doing some good for the environment. The campaign builds on Back Market’s ongoing “Let’s end fast tech” platform, which challenges the culture of constant upgrades.
Thibaud Hug de Larauze, Founder of Back Market, says: “We wanted a way to make The Back Market Promise impossible to doubt. So, we picked the highest stakes a person can offer. If people remember one thing about Back Market after this, it should be that we don’t make this promise lightly.”
Joy Howard, CMO, Back Market, says: “Trust has always been the thing we had to earn. This campaign puts everything on the table. The quality of refurbished tech on our platform today is genuinely competitive with new, and it’s time consumers felt that confidence too. When Thibaud stakes his mother’s life on it, we’re not doing a stunt. We’re telling the truth, loudly.”
Tomas Coleman, executive creative director at Mother, says: “The truth about Back Market’s quality is genuinely remarkable, so the challenge was making people believe it. The most powerful thing anyone can do to prove they mean something is stake what they love most on it. Harold understood immediately that the bigger and funnier we went, the more the sincerity underneath would land. That tension between the ridiculous gesture and the real promise is the whole idea.”
The campaign launches this month in New York across TV, video-on-demand, out-of-home, social and audio, before rolling out across Europe in August, in the UK, US, France, Germany and Spain.
It’s certainly memorable, and almost convincing.
MAA creative scale: 8
