In its first ever TV ad, Primark is celebrating its range of high quality, affordable denim for Autumn/Winter 25. 

The campaign titled ‘In Denim We Can’ has been created by VCCP to showcase the good quality and stylish denim products available at Primark from just £12. The upbeat spot celebrates the joy of finding the right pair of jeans and underlines that good quality need not have a premium price point.

At the heart of the campaign, a hero film directed by Grammy award-winning filmmaker Nadia Marquard Otzen through Academy Films, is a dance-filled showcase of Primark’s denim. 

Choreographed by  movement director Ryan Heffington, the spot is set to a 1979 cover of ‘I Heard It Through The Grapevine’ by The Slits. The film shows women dressed in Primark denim dance through their morning routines and across a city with power and confidence. The joyous spot is filled with movement and dance to embody the spirit of happiness that comes with finding denim that is right for you.

"’In Denim We Can’ brings to life the universal truth - that strength is found in denim, not just as clothing, but as a feeling - We all know that when we slip on some fab fitting denim, we feel stronger, tougher, capable, sassier - it’s confidence in fabric form, basically,” explains Nikki Lindman, Creative Director at VCCP.

The campaign marks the first time that Primark has advertised on TV despite celebrating 50 years on the British high street last year. Alongside TV, the campaign will run across out of home, in-store, transport wraps and digital. As well as building on Primark's strong social-first, influencer-led strategy. 

“At a time when value matters more than ever to shoppers, we’re more confident than ever in what Primark offers - great style, quality and affordability. We’ve raised the bar on our denim and are launching our best denim collection yet, so now felt like the right moment to go bigger, both creatively and in media,” added Wendy Duggan, Marketing Director at Primark.

The campaign was produced by Girl&Bear, VCCP’s global content creation studio, with PR led by Weber Shandwick and Momentum. Media strategy and buying was managed by Publicis Media UK. It will also support the GB-wide rollout of Primark’s Click & Collect service, which will feature as a key call-to-action across comms.

Primark’s TV debut uplifts the nation with dance, showcasing both affordable prices and stylish denim that sparks joy.