Primark has unveiled the latest instalment of its ‘That’s So Primark’ brand platform, which introduces its summer collection to its UK, US and Spanish audiences.
Devised by creative agency VCCP, the campaign follows on from the retailer’s ‘Shockingly Chic’ and ‘In Denim We Can’ marketing drives.
It features eight looks including a striped maxi dress, broderie and embroidered co-cords and postcard inspired swimwear.
Marketing director at Primark Wendy Duggan 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.”
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The hero spot follows three girls as they sneak into a private members club. The girls are caught and run off, followed by the hotel concierge. He catches up with the group and returns one of the girls bags.
‘The Get Away’ was directed by Tom Green through production company Stink Films and Girl&Bear oversaw strategic and created development, production and post-production.
It will run across TikTok, broadcast video-on-demand, YouTube and premium out-of-home.
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.”
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