Back Market makes the mother of all promises
Harold Einstein's new spot for the marketplace sees founder Thibaud Hug de Larauze put his mum on the line to back up The Back Market Promise.
)
Credits
View on- Agency Mother/London
- Production Company Packer Production Ltd
- Director Harold Einstein
-
-
Unlock full credits and more with a shots membership
Credits
View on- Agency Mother/London
- Production Company Packer Production Ltd
- Director Harold Einstein
- Executive Creative Director Tomas Nathan Coleman
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Mother/London
- Production Company Packer Production Ltd
- Director Harold Einstein
- Executive Creative Director Tomas Nathan Coleman
Even for the least superstitious of us, the proclamation "swear on my mum's life" is a bold call to make unless you're absolutely positive of the claim, which is what makes this new spot from Mother entertainingly cheeky.
Directed by Harold Einstein through Packer Productions, We don’t just promise quality. We swear on our mom’s life sees Back Market founder Thibaud Hug de Larauze stake all of his ma's earthly belongings on the quality of their tech.
Playing on the biggest barrier to refurbished tech adoption - assuming refurbished means compromised - this delightful ad punctuates its witty concept with moments of cataloguing that are Einstein joy.
“We wanted a way to make The Back Market Promise impossible to doubt," states Hug de Larauze, "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, adds: “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.”
“The truth about Back Market’s quality is genuinely remarkable, so the challenge was making people believe it," confirms Tomas Coleman, Executive Creative Director at Mother. "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.”
