Back Market: there is life after new

Always concerned with changing the way we consume and perceive Tech products, the reconditioning specialist spoke again in September on France Télévisions with the campaign “Sorry cats. The spot with a Hitchcockian atmosphere reminds those who still haven’t understood it that “Tech can also have several lives”

This new 360° brand campaign plays the card of blockbuster cinema and entertainment. The spot is inspired by the film “The Birds” by Alfred Hitchcock and more broadly Hollywood blockbusters by staging an uprising of cats against refurbished devices. The cats make every effort to destroy them, even attempting to take over a reconditioning workshop to keep their monopoly on reincarnation. The film is also an opportunity to present the new brand signature “Hello again”, a nod to the “Hello” displayed when the device is switched on… and to those who still doubt that economic success and environmental commitment are compatible.

Back Market “Sorry Cats”
Agencies : Buzzman
Achievement : Tom Kuntz
Production : Henry
Diffusion : since September 2022

(© Virginie Bonnefon. DR.)

Marianne SIPROUDHISManaging Director of FranceTV Publicité


Faced with the climate emergency and the energy crisis, we are determined to play our part in the emergence of a different consumer society. We are convinced that advertising can change things for the better by promoting responsible behavior. Our entire offer is part of this approach to highlight advertising campaigns for responsible products or services and promote a better world. Within our company FranceTV Publicité, we are also rethinking our way of working, of producing with particular attention to our energy consumption and natural resources.
Our approach is structured around a systematization of the calculation of the carbon footprint and a plan to reduce greenhouse gas emissions to comply with the objectives of the Paris Agreement, i.e. minus 30% by 2030 on the basis of 2010.
The establishment of a Responsible Actions Committee, representative of the management’s professions, allows our employees to propose initiatives aimed at reducing our energy consumption. We promote sustainable mobility: 100% of company vehicles are electric or hybrid and our employees are trained in eco-driving; our purchasing policy has become responsible by integrating CSR criteria in the assessments of our suppliers and in our purchases of TFC and Ecocert labeled supplies; our energy savings go through the monitoring of our electricity consumption, the installation of presence detectors in our premises or the “free cooling” of our computer rooms and the recovery of the unavoidable energy produced by our servers. In terms of digital, we have outsourced one of our two data centers and our hybrid cloud strategy allows us to optimize the capacity and use of our servers. We are also working to reduce our waste by reducing the use of plastic and paper and promoting recycling.
All these initiatives are carried out by our employees in close collaboration with our partners. We are indeed convinced of this: in this joint transformation enterprise, success can only be collective.

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Back Market: there is life after new

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