Primark unveils its summer collection
Primark revels in the thrill of getting away with high style at low prices this summer in a cinematic new campaign.
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The campaign created by VCCP, The Get Away is the latest expression of the That’s So Primark platform.
Following on from recent campaigns such as Shockingly Chic and In Denim We Can, the latest campaign sits within the brand’s wider strategy to attract style-conscious shoppers by strengthening Primark’s reputation for style, quality and value. This time, the marketing campaign introduces the brand’s latest summer collection across UK and US markets, and, for the first time in the brand’s history, Spain.
The campaign features eight hero looks, from standout stripe maxi dresses, broderie and embroidered co-ords to postcard-inspired swimwear, the collection proves you don’t need to spend more for chic, quality, summer looks, whether you’re heading abroad, staying local or simply dressing for the feeling of sunshine this summer.
In playful Primark spirit, The Get Away leans unapologetically into the cinematic world of the heist movie, bringing to life the idea that with Primark customers can get their hands on elevated summer looks that have no business looking as good as they do at that price. Because when you find pieces this good, at prices this low, it feels like you’re getting away with something.
Credits
View on- Agency VCCP/London
- Production Company Stink/UK
- Director Tom Green
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Credits
View on- Agency VCCP/London
- Production Company Stink/UK
- Director Tom Green
- Production Service ENTITY
- Editing Trim
- Post Production Black Kite Studios
- Audio Post Runamok Studios
- Music The Hogan
- Creative Director Nikki Lindman
- Creative Tomas Azoubel Lima
- Creative Ana Paula Riotto Marques
- Producer Maddy Holmes
- Senior Integrated Creative Producer Carolina Rinaldi
- Executive Producer Blake Powell
- Producer Paz Parasmand
- DP Benoit Soler
- Editor James Forbes-Robertson
- Post Producer Philip Whalley
- VFX Lead/VFX Shoot Supervisor Daniel Sanders
- Colorist George Kyriacou
- Sound Engineer Jon Clarke
- Music Supervisor Isa Rehman
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Credits
powered by- Agency VCCP/London
- Production Company Stink/UK
- Director Tom Green
- Production Service ENTITY
- Editing Trim
- Post Production Black Kite Studios
- Audio Post Runamok Studios
- Music The Hogan
- Creative Director Nikki Lindman
- Creative Tomas Azoubel Lima
- Creative Ana Paula Riotto Marques
- Producer Maddy Holmes
- Senior Integrated Creative Producer Carolina Rinaldi
- Executive Producer Blake Powell
- Producer Paz Parasmand
- DP Benoit Soler
- Editor James Forbes-Robertson
- Post Producer Philip Whalley
- VFX Lead/VFX Shoot Supervisor Daniel Sanders
- Colorist George Kyriacou
- Sound Engineer Jon Clarke
- Music Supervisor Isa Rehman
Directed by Tom Green through production company Stink Films, in collaboration with VCCP's global content creation studio Girl&Bear, the film follows an impossibly chic trio of friends on a high-octane girls trip. Our heroines sneak into a private members’ club, their high-style Primark outfits ensuring they look the part. The trio are caught red-handed, and dash away. As if pulling off an impossible diamond heist, the girls navigate the maze-like backstreets, trailed by the hotel concierge. Finally, he catches up with the friends: much to their surprise, instead of reprimanding the group, he simply returns one of the girl’s bags, left behind in their rush to get away. High style from £16? That’s So Primark.
Reimagining Primark in a glossy, Hollywood-style heist world, the campaign borrows from iconic movie tropes. Think chase scenes, covert exchanges, getaway cars, beautiful hotels and sparkling coastlines, with photography by Nicholas Maggio bringing scenes to life with a playful Primark twist.
The campaign marks Primark’s first ever brand campaign launch in the market, with activity designed to deliver broad national visibility and cultural impact throughout the season. Launching across TV, CTV, YouTube, TikTok and premium out of home, the campaign ensures Primark shows up wherever audiences are, from at-home viewing moments to busy city centres and transport hubs. TV activity includes placements around some of Spain’s most talked-about programming, including El Hormiguero and La Isla de las Tentaciones, helping establish Primark’s summer fashion credentials at scale. This is complemented by showstopping OOH executions across key Spanish cities, including large format digital sites, bus wraps and metro stations, keeping the brand highly visible throughout the summer sunshine.
Wendy Duggan, Marketing Director at Primark said: “With The Get Away, we wanted to put our Summer style credentials front and centre, showcasing fashion-forward pieces designed to rival the high street’s most coveted looks, without the high price tag. This campaign celebrates that gleeful feeling when you find a look you love at a price you can’t quite believe, all wrapped up in a playful, cinematic world full of humour and fun.”
Nikki Lindman, Creative Director at VCCP added: “There’s something so fun in the idea of looking this chic, for these prices, it feels like you’re breaking the rules. The Get Away leans into that feeling completely, reimagining Primark through the lens of a glossy fashion heist movie, playful, glamorous and always with that knowing wink that sits at the heart of the brand.”
