Ad of the Day | Cats, You Are No Longer The Only Ones With Multiple Lives

Sep. 19, 2022

Since its creation, Back Market has been working to change the way we consume and perceive tech products. In just a few years, the company has proven that economic profitability, hypergrowth and environmental commitment are not mutually exclusive.

With this high-profile campaign, Back Market relies on entertainment and pop culture to talk to as many people as possible about refurbishing with a simple message: by buying or selling on Back Market, anyone can give new life to an electronic device. So, no offense to our friends the cats, but from now on they are not the only ones to have multiple lives.

Under the direction of American director Tom Kuntz (+40 awards at Cannes Lions), known in particular for his campaigns for Axe, Old Spice and Heineken, the film reveals, in a Hitchcockian atmosphere, the disturbing and spectacular uprising of cats against reconditioned appliances.

Smartphones, computers, headphones, they all fall prey to the devious stratagems of the felines, who will go so far as to attempt to take over a refurbishing workshop in order to keep their monopoly of reincarnation. In short, a cat story that’s a little perky.

The new brand signature "Hello Again", introduced at the end of the film, conveys for the first time a message about the longevity of tech products, while at the same time winking at the iconic “Hello” present at the switch-on of all Apple products.

The 360° campaign is visible from 16 September in Europe (France, UK, Spain and Germany) and consists of TV, digital and cinema films in different formats. It is supported by a social media campaign as well as an integral poster campaign. New films and a new poster campaign will also be launched by the end of 2022 running into 2023.