The ads, for Back Market, which sells refurbished devices, hijack Apple's "Shot on iPhone" campaign. They juxtapose photographic shots, with one side telling us it's "Shot on iPhone X" and the other, with a similar image looking identical in quality, "Shot on refurbished iPhone X"
The campaign is running in 10 French cities. It's part of Back Market's strategy to change the perspective of French consumers who are still skeptical about refurbished smartphones. Founded in France in 2014, the online marketplace is now available in France, Belgium, Spain, ltaly, Germany and the U.S.