Back Market Crowns the Ugly Computer in Bold new Campaign Challenging Throwaway Tech Culture

May. 18, 2026

Back Market has unveiled the Ugly Computer, a striking new campaign designed to challenge the culture of replacing perfectly functional technology simply because it no longer looks pristine.

The Ugly Computer is a fully functional MacBook with visible sticker marks - proof of a device that has been used, not used up. Created as a provocative symbol of aesthetic obsolescence, the campaign asks a simple question: if a device still works, why should appearance determine its value?

To bring the message to life, Back Market has launched a playful hero film set inside a glamorous Tech Beauty Pageant, where polished devices compete for perfection while the Ugly Computer proudly takes centre stage. Complete with tiaras, glitter, sashes and judging theatrics, the campaign satirises the beauty standards consumers have come to expect from modern tech.

The creative highlights the absurdity of treating laptops and phones like fashion accessories, in which the newest, cleanest, and shiniest product is seen as the most desirable, regardless of whether older devices still perform exactly as needed.

Speaking on the campaign, Joy Howard, Chief Marketing Officer at Back Market, 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.”

 

The campaign forms part of Back Market’s wider Obsolete category launch, which tackles planned, perceived and aesthetic obsolescence in consumer technology. It builds on the momentum of Back Market’s recent partnership with Google to provide consumers with ChromeOS Flex USB keys, helping extend the life of existing machines rather than replacing them.

As the world’s leading marketplace dedicated to professionally refurbished technology, the demand continues to rise for devices that prioritise performance, affordability and sustainability over cosmetic perfection. With more software, services and AI moving to the cloud, Back Market believes the pressure to replace hardware on a fixed cycle is beginning to weaken, creating greater opportunity for consumers to keep devices in use for longer.

The Ugly Computer acts as a part of Back Market’s wider Obsolete category, featuring:

• Cosmetically imperfect devices
• Software-obsolete but functional machines
• OS-obsolete laptops
• ChromeOS Flex solutions to extend computer lifespan
• Repair, reuse and longevity-focused educational resources

The Ugly Computer campaign was developed as a cultural statement against throwaway tech habits, encouraging consumers to rethink what “new” really means and whether perfect-looking devices are worth the environmental cost. Consumers can explore the Ugly Computer, as well as the wider Obsolete category on Back Market’s website, alongside tools and resources designed to extend device life and keep existing tech in use longer, and out of landfills.