Refurbished tech retailer Back Market has launched a new campaign to challenge the idea that you need to replace functional technology because it “no longer looks pristine”.
Titled ‘Ugly Computer’, the campaign features a working MacBook that has visible sticker marks.
The hero film satirises “beauty standards” for technology, following MacBook as it takes part in the Tech Beauty Pageant.
Chief marketing officer at Back Market Joy Howard said: “For years, tech was about having the newest thing.
“Now, it’s about whether it works for your life. People are increasingly questioning why they’re replacing devices that still do everything they need.”
It is part of the brand’s Obsolete category launch and builds upon its recent collaboration with Google, which aims to help extend the shelf life of existing technology by providing consumers with ChromeOS Flex USB keys.
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