Back Market’s mums have nothing to fear

Back Market ‘Swear on Our Moms’ Lives’ makes the brand’s quality promise into something memorable.

Marcel (Publicis Groupe) has turned a product claim into something amusing and nostalgic for 'Swear on Our Moms' Lives'.

The refurbished electronics marketplace aims to save people money and reduce waste, while making assurances about quality. The problem is, a checklist of warranties could be a bit dull.

Enter founder and chief executive Thibaud Hug de Larauze, who places his personal credibility on the line, making a promise about the quality of Back Market's refurbished devices, with his mum in tow.

The joke, of course, is the absurd scale of that promise, and its relatability to childhoods worldwide.

Flat-out comparison

The campaign is reminiscent of another recent flirtation with the ridiculous from a company founder in the form of ‘Expedition Impossible’, whose ad challenges Flat Earthers to locate the edge of the world.

Columbia's campaign features chief executive Tim Boyle, personally issuing a deadpan challenge to Flat Earthers, promising them everything the company owns if they can prove the Earth is flat.

Like Back Market, the proposition is intentionally ridiculous, but the commitment to the joke is what makes it memorable.

Credits

Brand: Back Market
Agency: Marcel
Founder featured: Thibaud Hug de Larauze, co-founder and chief executive
Market: Global