Back Market Takes a Bite Out of Apple's Keynote Event With Ad Hyping Refurbished Devices

The tech marketplace tricked consumers expecting a new gadget reveal

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Back Market, a marketplace for refurbished devices, is on a mission to steal Apple’s thunder with a global campaign taking aim at Big Tech and its obsession with new products.

Coinciding with Apple’s annual keynote event today, Back Market’s “Let Them Buy New” is a biting parody of the tech industry’s dominant players. In the past, the brand has used cute animation and menacing felines to drive home its message of creating sustainable environmental practices while giving new life to old electronic devices.



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