Back Market continues its mission to democratize tech by tackling an obscure topic: RTB (Real-Time Bidding).
 

To demystify this technical subject without making it boring, we adapted the TV campaign into social-first formats based on disruption and humor.
The campaign relies on two offbeat creative executions produced during the same shoot:
 

• The Celebrity Hijack: Leveraging the hyper-theatrical energy of host Julien Lepers to grab immediate attention.
   

• The Subtitle Prank: A dramatic, cinematic scene paired with completely unrelated subtitles. This comedic dissonance between the emotional visual and the technical text creates an absurd twist to reveal the Back Market message.