Primark has launched its summer collection with a new campaign that taps into the cinematic world of the heist movie, bringing to life the idea when customers find fashion this good, at prices this low, it feels like they are getting away with something.
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 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 “looks”, from stripe maxi dresses, broderie and embroidered co-ords to postcard-inspired swimwear, and the collection aims to prove you don’t need to spend more for chic, quality, summer looks, whether you are heading abroad, staying local or simply dressing for the feeling of sunshine this summer.
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 as they manage to sneak into a private members’ club, their high-style Primark outfits ensuring they look the part.
Howeverr, 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.
Girl&Bear managed the project from start to finish, overseeing strategic and creative development, production and post-production across AV, stills, DOOH and social deliverables. Social was led by Social Chain, with media managed by One Publicis Primark.
The media campaign was built on the insight that travel is a key trigger, prompting shoppers to rethink their wardrobe. The campaign focused on key summer behaviours, from “holiday and summer search” moments, where audiences actively seek inspiration and advice, to “summer binge” viewing, when they are most engaged with content.
It will run across TikTok, Meta, BVOD, CTV, YouTube, cinema, and premium out of home, including for the first time placements across the Central Line, an elevated site at Tottenham Court Road and OOH across train stations throughout the UK, all powered by Publicis Connected Identity.
Primark marketing director 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.”
VCCP creative director Nikki Lindman 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.”
Related stories
Primark ‘riffs off’ high fashion with ‘Shockingly Chic’ ads
Primark ‘In Denim We Can’: Not exactly jeans for greens
Primark eyes social media boost with new global agency
Primark drafts in VCCP to drive international growth
Be the first to comment on "Primark ‘The Get Away’ shows summer fashion is a steal"