Two headlines. Two captions. One unignorable message.
What Backmarket understands is that people don’t just upgrade for performance. They upgrade for identity.
Owning the latest phone is about status.
That’s the behavioural lever Apple pulls so well. And it’s the same lever Backmarket is using too. In reverse.
Because this ad doesn’t tell you to stop upgrading.
It shows you what the real cost of upgrading is.
(Show, don't tell.)
The takeaway I want to share is simple: If you want to challenge behaviour, don’t rely on logic or calls to action. Play with emotion. Challenge them. Change the story people tell themselves about your product and what it means to them.
This is framing in action
Framing is one of the most powerful tools in behavioural science. It’s not just what we say, but how we say it that shapes perception.
The classic example is from a study of ibuprofen. The summary is this:
Branded ibuprofen (like Nurofen) is often perceived by consumers as more effective and safe than unbranded, generic ibuprofen. Despite both using the same active ingredient and having equal clinical safety.
Backmarket’s campaign takes this a step further by working to reframe the culture around the product. Apple frames upgrades as sleek and aspirational. Backmarket frames them as environmental degradation.
By using the same visual language as Apple, they subvert our expectations and snap us out of autopilot.
Pure brilliance.
That grabs our attention and makes the message land deeper.
In behavioural terms, they combine:
- Framing effect (changing perception through context)
- Salience bias (we notice what’s surprising or emotionally charged)
- Cultural reframing (redefining what’s desirable)
A powerful concoction.
What this means for you
Now, you may not want to hijack Apple’s campaign. But that’s not the point.
You don’t need to take on a big tech firm to challenge the dominant frame.
You simply need to notice which story your audience is stuck inside and offer them a new one.
Start by asking:
- What behaviours are you trying to change?
- What cultural story makes those behaviours seem normal or desirable?
- How can you show (not tell) a new way of seeing the world?
This isn’t about persuasion.
It’s about provocation.
It’s not telling someone how to think.
It’s sharing something to make them think.
Helping take what people think they know, and flipping the frame so they look at things differently.
I hope this helps inspire you today.
If you found value in this, forward this to someone who needs a creative jolt.